France’s image and representation is always full of misconception and stereotypes. If you ask any foreigner what they think France is, they’ll answer you fancy food, art fair, luxury, fashion show, beautiful women.. oh and Paris of course.
People see France as it was in 1970. Weird mustache guy eating frog legs while playing accordeon. Today’s modern France is so much more diverse and interesting.
Because food is the first thing people think of France, we chose it as a medium to tell our artist’s stories.
We asked 4 artists to reimagine a dish with PS to show what their vision of France.
Pot-au-Phó
Yué Wu picked the Phó to represent his vision of France.
It is one of his favorite childhood dish but it’s also a dish that speaks heavily about France past history and the colonisation of Vietnam and the creation of “Indochina”.
Pot-au-feu is a french dish that inspired the vietnamese dish Phó - that phonetically-speaking sounds like Pot-au-feu.
Moules-Frites
Léa Chassagne decided to create a unique version of France with “La fête à la moule”, a fun hommage to her summer vacation in France where she used to eat
”Moules-frites” (Fries with mussels). A popular dish that get you sticky fingers, far-away from the fancy restaurant in Paris. She wanted to celebrate the middle-class that is often misrepresented in France, the one that camp on the beach, eat dirty-food and have fun.
L’Attiéké
Aurélia Durand is proud of her Ivorian heritage. Every night, she would eat with her mother at a table full of delicious products made of both cultures.
Baguette and cheese would sit right next to her favorite dish, the “Attiéké”.
It’s this mix of culture that she decided to celebrate through her artwork.
Le Cake à la Broche
Lili Des Bellons got inspired by French history and its typical hunting fresco with his “Cake à la broche”. The Cake-aux-olives (olive cake) is usually served with ham and Lili wanted to show
another side of France, a vegeterian France where we are breaking away from the traditional meat-eaters. In this fresco, he depicted with humor hunters chasing olives then cooking
them on a pit. It’s both an hommage and a twist to French History.
ADOBE - “FRANCE REIMAGINED” PROJECT
Special Guests: Lili des Bellons, Aurélia Durand, Léa Chassagne & Yué Wu
Client: Adobe France
Agency: dentsu Achtung!
Producer: Marc Elberts
Production Manager: Sonja Juillet
Creative Direction: Cecile Pimont & Pieyre-Alexandre Treuil
Director: Samir Bouadla
Vidéo Production & Post-Production: Go ask Alice
Music: Astral Sound