BAPTISTE CLINET, NICOLAS LAUTIER & FLORIAN BODET
Baptiste Clinet, Nicolas Lautier and Florian Bodet are collectively known at their agency as simply “BNF”. The Ogilvy & Mather Paris trio have broken out with work including viral stunts for Tic Tac and campaigns for Perrier, Luis Vuitton and Coke Zero.
Image: School friends Nicolas Lautier and Baptiste Clinet met Florian Bodet whilst interning at Fred+Farid, Paris.
Our team...
We are a team of three who see ourselves as three creatives rather than art directors or copywriters. Of course we all have our specialisations, but we don't want to be stuck in the old team cliché. It makes us stronger. We go quicker and we have always one of us to help make a decision. If there are two of you with different opinions, how can you choose?
At the moment we are working on...
Coke Zero Worldwide, Perrier global advertising, digital and pitches. Actually we are in pre-production on two ideas. One cool digital experience on Perrier that is hopefully going to be amazing – fingers crossed. On Coke Zero we can’t say anything for now, it’s a secret.
The best piece of creative work around at the moment is...
Out of the box ideas. Obviously, we’ll always love great TV commercials such as The Guardian’s “Three Little Pigs” by BBH and Mumbai Mirror’s “I am Mumbai” by Taproot India - but we are more into big global ideas. At the same time, every year at Cannes we are faced with small and smart ideas that blow our minds. This year Droga5’s “I’ve cut myself and want to save a life” was just perfect.
BC: Recently Redbull Stratos, as a branded content and event idea, was just “wow”. Big, bold, modern and fearless. That’s the type of idea and client we love.
NL: In the end, the size of the project doesn’t matter. What’s important is the emotion you create. Sometimes a small and clever idea is way more powerful than a big 360 campaign. Now, our work is to create emotion everywhere you can find some design, architecture, TVC and events.
FB: And more, how to make a deep societal change in people’s everyday life.
We are inspired by...
Everything we see. Honestly, every year at Cannes, all the categories are more and more interesting. There are not small categories anymore. What we love is that now, it’s all about the idea.
FB: Also inspired by what is not advertising: an installation, documentary or someone in the street.
The next big thing in advertising is going to be...
An idea that will change the world that is not just an adverting idea. That sounds like a cliché but we think that with the amount of good creative in the industry, we can’t imagine that a world changing ideas can’t pop up. Everybody is waiting for a big change. This is the moment - we are just waiting for the idea to make it.
The piece of ad work we wish we had thought of is...
A lot! But these are some of the best: Tesco Homeplus “Subway Virtual Store” by Cheil Worldwide, WWF’s green file format, The Peres Center for Peace “Blood Relations” campaign by Baumann Ber Rivnay Sattchi & Saatchi, Israel and “The Return of Dictator Ben Ali” by Memac Ogilvy. In the end - ideas that change the daily lives of people.
In our industry, we admire...
We admire some directors such as Ringan Ledwidge, Matthijs Van Heijningen and Alejandro González Iñárritu. As creatives, we love the work of Droga5, W + K’s Old Spice team, BBH, Jean-Christophe Royer and many more.
Our dream collaboration is...
For a movie trailer we would be pleased to work with Ringan Ledwidge. And let’s be crazy - why not a long format film directed by David Fincher or Guy Ritchie.
In up and coming talent, we look for...
Motivation, motivation, motivation, open-mindedness and motivation.
A piece of criticism we’ve received was...
On our last Perrier commercial on YouTube:
“This is probably the best commercial of all time” 25 likes.
“I hate so much this commercial” 23 dislikes.
So let’s say that concerning our work - you either love it or hate it.
The last song we listened to was...
BC: Citizen’s! “True Romance (Kitsune remix”.
NL: Jan Blomqvist “Big Jet Plane”.
FB: A Young Adults live DJ set at Boiler Room, Los Angeles.
Video: Mumbai Mirror (Times of India) "I am Mumbai" by Taproot India
