THE STORY BEHIND CREATIVE FRANCE
Créative France is the story of accentuating the ‘creative’, both literally and figuratively.
It’s the story of a different approach, of the spark ignited by phrases and by words and images. It’s the story of an airliner that gains a second deck, of a coding school that becomes a nexus for learning, of a pastry that is coveted like a precious jewel.
It’s the story of a strong visual identity that is at once bold, elegant, prominent, modern, dynamic, surprising, flexible and unifying.
It’s the story of a creative, unconventional campaign that highlights our country’s full range of strengths, skills and savoir-faire. And for good reason – France is at the forefront of technology, design, industry and education, to name but a few sectors.
It’s the story of France today: solid fundamentals enhanced by an outstanding ability to innovate and a constant push to break new ground. Equal parts playful and serious-minded, France bucks convention while reaching for the top.
France has appeal… and creativity!
The campaign has a simple, specific goal: shine the spotlight on the leading individuals and major innovations that make France what it is today.
It’s also a means of promoting France’s appeal, by showing the world what the country does best and the areas in which it excels. And achieving excellence requires ingenuity and creativity.
Shine the spotlight on the leading individuals and major innovations that make France what it is today.
Créative France is also, and above all, Business France: a national government agency that supports the international development of the French economy by promoting the country’s appeal, companies and regions.
For Business France, the campaign is a means to showcase and promote what drives France forward each and every day, in order to boost the country’s competitiveness abroad.