Local tourism in TV and film campaigns for Ille & Vilaine Tourisme

For this campaign, we imagined a fresh and humble interpretation of sustainable tourism. What could be better than sharing a moment in time, to get as close as possible to the beauty of the moment? And who better than real Bretillians, not actors, to speak to the Bretillians of Ille-et-Vilaine?

A series that focuses on places to discover from the angle of a lively, intimate portrait of the territory, painted with a few touches. The conceptual approach is also off the beaten track. A story set in time, designed to last 3 years.

Le Vrai Voyage est Juste Là (The Real Journey is Right Here): the 4 films of season 1

Le Vrai Voyage est Juste Là (The Real Journey is Right Here): the 4 films of season 1

A truly original working and filming method

We wanted to design this project using a collaborative approach.
Here, co-construction means working with :
– local residents
– tourism stakeholders
– local residents
– the local fabric, associations and personalities.

Everyone has a role to play, and participates because it makes them happy.

For example, the locations are determined with the ADT, and tourism professionals are asked to participate. Likewise, there are no actors in our films, only real locals who responded to our call for applications (relayed by local and/or thematic associations).

Shooting with non-actors: authenticity and complexity

For the campaign to work, it had to be real.

So how do you reconcile authenticity and quality? How to shoot with non-actors and turn them into a strength. Here are the principles that guided us:

– Framing the concept and as many other things as possible beforehand: location, location scouting, text outline, level of adaptability, casting following calls for applications…
– Total rewriting of the text with the extra, so that the text comes from him. We create a framework, express a need, and he/she brings his/her own subjectivity to it.
– High-level direction: the production lasted 4 months, and the director (François Balthazar) was chosen for his experience in directing actors and on demanding shoots. Another criterion was his appetite for responsible projects.

100% video

To promote the region to the general public, we chose to work on a 100% video promotional campaign. The campaign is designed as a series, with 4 to 6 episodes produced each year.

As the aim of the campaign is to promote local tourism by showcasing the region’s nuggets to its inhabitants, it is primarily aimed at the people of Ille & Vilaine. The first season is broadcast as follows:
– Segmented TV with France TV from October 26 to November 15
– In all cinemas in the department from October 26 to November 15
– Digital Out of Home DOOH (Rennes city center and train station) from October 26 to November 15
– Facebook / Instagram / Youtube campaign from November 10 to 15 (extended territory)

A powerful concept

Hospitality and embodiment

Human embodiment. Bretilians talking to Bretilians.

A sensitive, imperfect concept

True travel is not about seeking out new landscapes, but a new way of looking at things. It involves the subjective, the irrational, the intimate.

The beauty of the mundane

In simple, accessible moments, we find beauty. We show Bretillians things they may already know from a new angle.

Credits

Created by Wild&Slow + Scopic
Strategic consulting : Edith Chartier
Conception and Creative Director : Julien Massiot
Production : Lou-Andréa Avenel
Realization : François Balthazar / Besign