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Centre National de l'Audiovisuel
cross media opening campaign, 2007
As both a platform open to the general public and a professional institution at the cutting edge of modern technology, the Centre National de l'Audiovisuel aims to make the culture of sound and image accessible to all.
The new premises, built by the Paul Bretz architectural firm and completed in 2007, cater for all requirements: the CNA has become a space of exhibition and discovery, a place of cinematic projections as well as the consultation of documents, but it is also a specialist centre including archives and recording and film studios and laboratories.
In 2007, the CNA commissioned a cross media campaign for its reopening. The campaign was divided into 2 parts: a "sooon" teaser followed by the direct communication: "ooopening". The three "Os" act as letters, suspension points (marking a wait, an ellipsis) and the dots of the CNA logo. The sloping form appears on top of images chosen from the CNA archives for their suggestive power, cinematic aesthetic, and iconographic force.
The campaign involved the national printed press, street marketing, internet, radio, TV and cinema ads.