AME's powerhouse Grand Jury members are respected world-wide for their creative and strategic expertise and for delivering results-driven work for prestigious global brands. The jury panel's high standard of excellence and global perspective ensure entries are reviewed with utmost attention and based on an international view of industry standards and trends.
2021 Grand Jury member Victor Soulez Lariviere is Creative at CHANEL and is based in Paris. Victor has been working in the entertainment industry for 10 years. He started his career as a copywriter with experiences abroad at TBWA Madrid and Leo Burnett Beirut. After getting his master’s degree in Digital Strategy, he worked at Ogilvy Paris, Proximity BBDO, Saatchi & Saatchi focusing on concepts, ideas and creative content for local and global brands. Passionate about craft and image, he joined McCann, Marcel WW and then Publicis Luxe to develop the global brand image of luxury clients through storytelling and digital films.
In the interview below Victor shares his thoughts on brand communication during COVID, the evolution advertising went though this year, his favorite all-time ad and much more.
AME Awards: As a strategic creative, what stand-out attributes do you recognize in award-winning creative effective advertising?
Victor Soulez Lariviere: A never seen idea, something new or smart, something I wish I could have done myself… or a well-crafted image that captured my attention, a sharp story that moved me. I like when ads talk about us and I want to be entertained.
AME Awards: How has the brand’s voice changed since the pandemic confinement measures? Speak to the evolution of brand positioning, values, and tone of voice during COVID.
Victor Soulez Lariviere: During this period, brands are getting closer to people. They use digital platforms to communicate with us every day, building a sort of relationship. COVID has facilitated and boosted this transition. I am also surprised that some brands evolved as a media platforms, playing an increasing role in our society. Their voices can sometimes be louder than the average media or political candidate.
AME Awards: What will advertising look like next year? What brands have evolved and succeeded during this year and why?
Victor Soulez Lariviere: It’s probably the end of advertising as we know it, revealing a new entertainment era. Like a writer or a singer, brands have an audience who follow them. The public awaits our next best creations, and our job is to entertain them. For us, it’s not art, it’s not advertisement, it’s entertainment. We will much better remember the brands that sell a spirit, a tone of voice, a universe, a story, an allure, a way of life than the brands that merely sell a product.
AME Awards: What new creative trends have come into play this to deliver creative and effective results?
Victor Soulez Lariviere: Not new but more and more essential for effective results: storytelling.
AME Awards: What is your all time, favorite most creative and effective ad and/or ads and why in your opinion did they triumph?
Victor Soulez Lariviere: Maybe not my favorite, but quite interesting because the art direction fits perfectly in the story and message: “Luck is an attitude for Martini”, the black and white treatment, the casting, the music, the split screen, I probably watched it 3 or 5 times to see the different scenes. There's something chic about it and the end is unexpected, almost like a short film.
Furthermore, as a kid, I watched a 5-part short film series, 5 short advertisement with a BMW car at the heart of it. It was about a chase; the car was almost in every frame of the story. 20 years later I’m still thinking about it. That’s the only campaign I really remember from this brand. Brands can be so powerful when they entertain and evolve with us.