An offbeat film for an operator who plays the transparency card.
The St Johns Isoskele agency unveils the new Céleste campaign, telecoms, Cloud and cybersecurity solutions for businesses. With a film with a decidedly offbeat tone, the brand affirms its repositioning as a player in the sovereign cloud in France and takes the opposite view of a market where sovereignty has become a portmanteau word.
The observation: sovereignty, a promise with variable geometry.
Digital sovereignty has become a major strategic issue for French companies, driven by geopolitical tensions and awareness around the American CLOUD Act. Adopted in 2018, it allows American authorities to access data
of American companies, even hosted in Europe, calling into question numerous promises of confidentiality. In this context, the term “sovereignty” has been widely used for commercial purposes, without any real guarantee: this is what we call “cloud washing”.
It is this “cloud washing” that Celeste intends to denounce with her agency St Johns Isoskele. Recognized for its role as a BtoB fiber and cloud operator, Celeste is today taking a new step by asserting its dimension as a sovereign cloud player in France, an ambition that it is able to claim with concrete and verifiable proof. Car Céleste has its own fiber optic network, its own data centers and a range of integrated cybersecurity, all subject exclusively to French and Swiss law. In other words, Céleste controls your data from start to finish, and can demonstrate it.
The creative bias: humor to emerge.
What if the word sovereign often sounded false? This is the starting point of the campaign imagined by St Johns Isoskele.
With sharp and assertive humor, the film makes perceptible the doubt aroused by certain sovereign CLOUD offers. To assert its sovereignty and stand out from other players in the sector, CELESTE chooses to move away from messages that are too institutional, serious, or even anxiety-provoking.
By borrowing the codes of bad dubbing from American reality TV shows, CELESTE deliberately plays with the American imagination to better question the legal influence of the CLOUD Act. The film thus illustrates through the absurd the gap between what is said and what is perceived.
With his too-good-to-be-true speech, his clichéd American TV presenter outfit and his questionable business attitude, the central character embodies this falsely sovereign figure, whose arguments ring hollow and deceive no one.
Behind this mocking tone, the message remains very serious: when it comes to the cloud, sovereignty cannot be decreed, it is demonstrated by concrete proof.
This creative spring allows CELESTE to establish itself as a trusted choice in a market where not all promises of sovereignty are equal.
A campaign of formidable efficiency like Pascal, server sellers in the west of France.
