Hi—I'm Guillaume, a Creative Director from Paris now living the Dutch life in Amsterdam. Until I save up enough money to realize my dream of becoming a star-faring astrotourist, I’m realizing new, transformative ideas, back here on Earth.

Client
Nebo x 72andSunny

Agency
72andSunny Amsterdam

Role
Creative Director

How to tell the truth when the truth iteself has become illegal?

Context For the many Russians who get their news from state TV, the war in Ukraine is no more than a "special military operation". Misinformation and propaganda are endemic while punishments for anyone going against the Kremlin disinformation narrative range from fines of $45,000 to up to 15 years in prison.

Mission When Russia lifted copyright laws at the beginning of March and essentially encouraged its citizens to pirate content from “enemy countries”, we immediately asked ourselves: what if this could be an opportunity? What if this could open a backdoor, a way for Russians to access the very thing their government had forbidden and silenced? The truth.

Idea We launched Torrents of Truth, a coordinated cyber-offensive that turned P2P platforms used in Russia into a new, mass information channel, enabling journalists to camouflage their unfiltered reports on the Ukraine war as pirated torrents of popular blockbusters, series, music, softwares and books.

Above Case Study for Torrents of Truth.

Awards & Press

Anthem Awards 2023
GOLD (Humanitarian Action & Services - Product or Service)
GOLD (Humanitarian Action & Services - National Awareness Campaign)
SILVER (Humanitarian Action & Services - News & Journalism)
SILVER (Humanitarian Action & Services - Awareness & Media)

Shorty Awards 2023
WINNER (Pro Bono, Emerging Platform)
AUDIENCE HONOR (Pro Bono, Emerging Platform)
GOLD (Local Campaign)

Mashable
How torrents became a tool against Russian propaganda

Metro
Journalists hijack pirate torrents being downloaded in Russia to spread truth

Adweek
This Project Fights Russian Propaganda by Disguising Ukrainian News as Pirated Entertainment

Shots
Cyberaction takes arms against Putin’s propaganda

Cyber Security Review
Activists use torrents to spread uncensored news to Russian pirates

Antyweb
Używają torrentów z filmami by głosić Rosjanom prawdę o wojnie na Ukrainie

01net
Comment des activistes contournent la censure russe grâce à BitTorrent

RBC
"Рассказать правду": как с помощью торрентов бороться с российской пропагандой

Genbeta
Rusia permite usar software internacional sin licencia. Los activistas se aprovechan y cuelan torrents con información censurada

Since 2018, I've been working at 72andSunny Amsterdam on brands such as Axe, Coca-Cola, Google and Under Armour.

Current

2022 → Creative Director
@ 72andSunny Amsterdam

Past

2020 → Associate Creative Director
@ 72andSunny Amsterdam
2018 → Senior Creative
@ 72andSunny Amsterdam
2017 → Associate Creative Director
@ Anomaly Amsterdam
2015 → Senior Creative
@ Anomaly Amsterdam
2013 → Senior Creative
@ Fred & Farid Paris
2012 → Art Director
@ Magic Garden
2010 → Art Director
@ TBWA Paris

Awards

Torrents of Truth
→ Anthem Awards 2023
GOLD (Humanitarian Action & Services - Product or Service)
GOLD (Humanitarian Action & Services - National Awareness Campaign)
SILVER (Humanitarian Action & Services - News & Journalism)
SILVER (Humanitarian Action & Services - Awareness & Media)
→ Shorty Awards 2023
WINNER (Pro Bono, Emerging Platform)
AUDIENCE HONOR (Pro Bono, Emerging Platform)
GOLD (Local Campaign)

Behind the Source
→ Eurobest 2020
GOLD (Digital Craft)
→ ADCN 2021
GOLD (Diversity, Equity & Inclusion)
FINALIST (Digital Craft)
→ Clio Awards 2020
BRONZE (Cause Related)
→ Epica Awards 2020
BRONZE (Websites)
BRONZE (Public Interest - Social)
→ Lovie Awards 2020
GOLD (Best Cause Marketing Campaign)
→ Caples 2020
Silver (Digital B to B)
Silver (Digital B to C)
Bronze (Not for Profit)
Bronze (PR)

United Earth Space Force
→ Awwwards 2020
SITE OF THE DAY (October 30, 2020)

S-Park
→ D&AD 2019
Future Impact Winner (Initiative / Environment and Sustainability)
→ Index Award 2019
Finalist (Community)

CAR-2-BIKE
→ Cannes Lions 2019
Bronze (Creative eCommerce)
2x Shortlists (Creative eCommerce)
Shortlist (Creative Data)
→ D&AD 2019
Shortlist (Campaign / Environment and Sustainability)
→ Epica Awards 2019
Silver (Promotions & Incentives)
Shortlist (Public Interest - Environment)

GIVE-A-SHEET
→ One Show 2021
Shortlist (User-Generated Content)
Shortlist (Innovation in Lockdown)

Search Sounds
→ FWA
FWA of the Day (September 6, 2019)

Make Love Not Walls
→ Cannes Lions 2017
5x Bronze (Outdoor)
→ D&AD 2017
Graphite Pencil (Outdoor Advertising)
→ Epica Awards 2017
Bronze (Fashion, Footwear & Personal Accessories)
→ Clios 2017
4x Shortlists (Fashion Photography)

Museum of Wi-Fi
→ AWWWARDS 2016
Honorable Mention (Site of the Day)

The Anti-Foot Can
→ Cristal Festival 2014
Gold (Marketing Innovation)
Bronze (Brand Entertainment & Content)
Bronze (Consumer Marketing)
Bronze (Outdoor)
4x Shortlists
→ New York Festivals Advertising Awards 2015
Gold (Branded Entertainment)
→ Webby Awards 2015
Nominee (Social)
→ Eurobest 2014
Finalist (Innovation)
→ Grand Prix Stratégies du Brand Content 2014
Gold (Event)
→ Grand Prix Stratégies du Sport 2014
Gold (Event)

En Mode Voiture
→ Grand Prix du Brand Content 2013
Gold (Charity / Social / Great Causes)
→ Grand Prix Stratégies du Marketing Digital 2013
Gold (Interactive Movie)

Gère ton Permis
→ Grand Prix du E-Marketing 2013
Bronze (Online Campaign)
→ Grand Prix du Brand Content 2012
Gold (Bank / Insurance)
→ Top Com Consulmer 2012
Bronze (Online Campaign)