FRED & FARID
Fred Raillard and Farid Mokart's 2009 Cannes Grand Prix-winning work for Wrangler changed the face of the denim brand. Their striking advertising has appeared in Lürzer's Archive since 1998. In 2012, Fred & Farid Group decided to go East and opened a new digital agency in a Shanghai warehouse. We caught up with the duo.
What we're up to...
We have a lot of new digital projects to come between Paris and Shanghai. We keep working together as only one agency.
The latest campaign we are working on...
We’re working on the next Schweppes campaign, with another big star - can’t tell you more. Stay tuned.
The best piece of creative work around at the moment is...
One of the latest campaigns that has caught our eyes is “The Sunday Times Icons”. A great and simple idea with a beautiful execution.
This year we’ll be attending...
Cannes Lions of course.
The next big thing in advertising is going to be...
The rising of WeChat, which is going to be extremely viral. WeChat is one of the biggest mobile apps in China, starting to become worldwide. This is only the beginning. Also, today, social media and mobile are where everything is happening. So social rich media ads are the next big thing.
The piece of advertising work I wish I had thought of is...
Snapchat Recruitment, which was a funny, simple and effective idea created for the first time on Snapchat.
“Stop boring pre-roll ads” by Burger King in New Zealand. A campaign using an aspect of digital we all know. They have twisted this common inconvenience into a great result and made theses pre-roll ads more interesting than the video content people were willing to see.
In a film about our lives, we’d like to be played by...
Fred: Ryan Gosling. People say he looks like me.
Farid: For me, I would say Jason Statham, for no reason.
A word or phrase we most overuse...
“Send it to me on WeChat”.
Our last social media update said...
Our last WeChat ‘Moment’ was about the snow in Shanghai. We’ve been here for like nearly 18 months but this is our very first snowy day in Shanghai.
Our dream collaboration is...
We’ve already worked with quite a lot of amazing people: David LaChapelle, Spike Lee and Samuel L Jackson. But if we have to think a little bit more, we would have loved to work with the legendary Lou Reed. For his art of words and provocative attitude, all the things that inspire us.
Video: The Sunday Times "Icons" by Grey, London
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