GMF "We are for those" (2016) 1:15 (France)

GMF has been the leading insurer of public sector workers for the past 80 years. To celebrate their commitment, TBWA\Paris has launched "We are for those," a manifesto spot decreeing all the people they are for: The ones who help each other. The one who are compassionate. The one who put others' needs before their own. Strategically, this was a shift that needed to happen as competitors have been all too happy to beat their chests, whereas GMF always took a more reserved approach. I think this strikes the balance between letting people know who they insure, while still keeping the focus on the people they are insuring.
Love the way this was shot. There are some surprisingly moving moments in here.

Advertiser: GMF
Advertiser account managers: Julie-Alexandra Bertolino, Marie Saint-Marc, Sophie de Montalembert, Emmanuel Broche
Agency managers: Anne Vincent, Stéphanie Decombe, Maëva Jordan, Martin Rainaut
Executive Creative directors: Faustin Claverie, Benjamin Marchal
Creative Director : Marianne Fonferrier
Copywriter: Fabien Duval
Art buyer: Barbara Chevallier
CEO \Else: Maxime Boiron
TV producer: Benoit Duchemin
Post-production: Elise Gamboa
Sound production: \Else
Head of music and sound: Olivier Lefèvre
Music Directors: Thomas Anduze and Philippe Mineur
Music: God Yu Tekkem Laef Blong Mi
Written and produced by Hans Zimmer

Brand Film
Director: Frédéric Planchon
Production: ICONOCLAST
Producer: Charlotte Marmion
Director of Production: François Lamotte
Cinematographer: Arnaud Potier

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