CLIENT
Business Insider
LOCATION
Bordeaux, France
SERVICES PERFORMED
Pre-production, Filming, Editing, Field production, Subtitling, Translation
LANGUAGES
French, English
RESULTS
More than 1.8 million views and over 2,400 comments on YouTube. Published as part of Business Insider’s series “World Wide Waste.”
Le Crumbler: a story we found, produced and sold to Business Insider
According to Business Insider, around 150,000 tonnes of bread end up in the bin in France every year. In Bordeaux, Franck Wallet, a former city planner, built a machine that grinds old bread into fine crumbs that bakers can use instead of flour, in cakes, cookies and even new bread. He called it Le Crumbler.
How the story happened
Most of our work for media starts with their brief. This one started with us. We spotted Le Crumbler in the local French news, contacted the founder and produced the whole story ourselves, from field production and filming to editing, with interviews in French translated and subtitled in English. We then pitched it to Business Insider, which published it in March 2021 in its World Wide Waste series.
The result
The video went viral: more than 1.8 million views and over 2,400 comments on YouTube.
Our other films for Insider
For the Regional Eats series, hosted by Claudia Romeo, Insider brought us two stories and we handled everything on the ground:
Authentic croissants in Nice, with baker Frédéric Roy, more than 4.1 million views
Authentic pesto in Genoa, with Roberto Panizza, more than 4.3 million views
Why these films worked
They speak to people who know these foods, but not the story, the people or the craft behind them. That is the instinct we bring to brand content: find the story, produce it, and get it in front of the right audience.
Read the story behind the shoot: Today’s baguettes are tomorrow’s cookies.
