About this project

Directed and photographed by Olivier Staub for Leo Burnett Paris, 37 Days is a landmark commercial for French thermal comfort brand Groupe Atlantic. The production team heliported a 9,000-pound heated glass cube to the summit of a glacier in British Columbia, at 2,400 metres above sea level and in temperatures as low as −30°C. Inside the cube, two electric heaters slowly coaxed hibernating plants and butterflies back to life over 37 days of continuous filming, while the world outside remained frozen and lunar. The film distills a single, beautiful truth — heat is life. It became the 10th most awarded commercial worldwide in 2015–16 according to the Gunn Report, accumulating over 67 international prizes.

Director's Statement

37 Days was one of those impossible ideas that you read and immediately know will either be extraordinary or a complete disaster. We shot on top of a glacier, with a 9,000-pound glass cube heated by two electric heaters. Inside, hibernating plants and butterflies slowly came back to life. Outside, everything was frozen, hostile and almost lunar. The idea was simple and beautiful: heat is life. Thanks to the creative minds at Leo Burnett, Paris, whose exceptional concept made this possible. My producers were real troopers, a small army of people and 37 days for life to appear. It became an incredible human experience, a brutal shoot, and one of those rare projects where the scale of the production matched the poetry of the idea. The end result is strong: The 10th most awarded film worldwide in 2015-16 !!!

Credits

Director — Olivier Staub

Chief Creative Officer — Xavier Beauregard (Leo Burnett France)

Creative Director — Jérôme Gonfond (Leo Burnett France)

Creative Director — Hadi Hassan-Helou (Leo Burnett France)

Copywriter — Thomas Czarnecki (Leo Burnett France)

Copywriter — Christophe Corsand (Leo Burnett France)

Agency Producer — Antoine Grujard (Leo Burnett France)

Account Director — Régis Perrone (Leo Burnett France)

Account Manager — Véronique Khayat (Leo Burnett France)

Executive Producer — Michel David (La Cavalerie)

Executive Producer — François Brun ( Quad Productions)

Project Manager — Delphine Bellonnet ( Quad Productions)

Set Designer — Jean-François Campeau

Editor — Alison Gordon

Post Producer — Cédric Herbet (FixSTudio)

Sound Design & Mix — Thomas Couzinier (Kouz Production)

Awards

Cannes Lions — Gold (Film Craft - Production Design, 2015)

Cannes Lions — Gold (Film Craft — Achievement in Production, 2015)

Cannes Lions — Bronze (Film — Other Consumer Products, 2015)

Cannes Lions — Bronze (Film Craft — Use of Original Music, 2015)

Cannes Lions — Shortlist (Film Craft — Cinematography, 2015)

Cannes Lions — Shortlist (Film Craft — Editing, 2015)

Cristal Festival — Grand Prix (Design — Environmental Design, 2015)

Cristal Festival — Gold (Design — Environmental Design, 2015)

Cristal Festival — Silver (Online Video — Best Branded Content, 2015)

Cristal Festival — Bronze (Film Craft — Art Direction, 2015)

London International Awards — Gold (Non-Traditional — Branded Content, 2015)

London International Awards — Silver (Non-Traditional — Home Furnishings / Appliances, 2015)

London International Awards — Silver (Online Film — Production Design, 2015)

Kinsale Shark Awards — Silver (Film Craft — Best Cinematography, 2015)

Kinsale Shark Awards — Bronze (Film Craft — Best Art Direction / Production Design, 2015)

Kinsale Shark Awards — Bronze (Film Craft — Household Goods, Appliances & Furnishings, 2015)

Eurobest Awards — Bronze (Film Craft, 2015)

CLIO awards — Bronze (Design — Direct Marketing, 2015)

The One Show awards — Silver (Craft — Cinematography, 2016)

The One Show awards — Bronze (Consumer — Online Films & Video / Event or Live Webcast — Single, 2016)

The One Show awards — Bronze (Consumer — Online Films & Video / Long Form — Single, 2016)

D&AD Awards — (Film Craft — Production Design for Film Advertising, 2016)

ADC Annual Awards — Silver (Film Advertising Crafts — Cinematography, 2016)

ADC Annual Awards — Silver (Motion — Art Direction, 2016)

NYF awards — Silver (Film Crafts — Art Direction, 2016)

NYF awards — Bronze (Film — Product & Service, 2016)

Andy Awards — Gold (Branded Content — Environmental Design, 2016)

Andy Awards — Gold (Long Format Video Ads / Web Film — Household Consumer Products & Services, 2016)

Andy Awards — Gold (Cinematography, 2016)

Epica Awards — Gold (Film, 2015)

London International Awards — Finalist (Branded Entertainment — Scripted Short Film, 2015)

London International Awards — Finalist (Production & Post-Production — Cinematography, 2015)

Red Apple International Advertising Festival — Gold (TV and Cinema Advertising — Durable Goods, 2015)

Golden Award of Montreux — Gold (Television / Cinema — Animation / Special Effects, 2015)

Ad Stars — Gold (Film — Product & Service, 2015)

Ad Stars — Silver (Film Craft — Direction, 2015)

Ad Stars — Silver (Film Craft — Cinematography, 2015)

Ad Stars — Silver (Film Craft — Visual Effects, 2015)

Cresta Awards — Gold (Craft Cinema — Special Effects / Computer Graphics, 2015)

Cresta Awards — Silver (Craft Television — Art Direction (Film), 2015)

Press

Little Black Book: https://www.lbbonline.com/work/9831/

Shots: https://www.shots.net/news/view/87625-atlantic-group-37-days

Creative Criminals: https://creativecriminals.com/online-content/atlantic/cube

Ads of the World: https://www.adsoftheworld.com/media/digital/atlantic_group_37_days

Packshotmag: https://www.packshotmag.com/films/atlantic-the-cube-heat-is-life/

MarComm News: https://marcommnews.com/how-leo-burnett-paris-nurtured-life-in-a-cube-at-30-celsius/

CB News: https://www.cbnews.fr/creation/film-craft-grand-prix-sacre-pingouin-leo-burnett-paris-se-chauffe

Adweek: https://www.adweek.com/brand-marketing/worlds-23-best-commercials-2014-15-165620/

Ads of Brands: https://adsofbrands.net/public/en/ads/atlantic-group-37-days/3211

Club des DA: https://leclubdesda.org/archive/37-jours-21791

Lürzer’s Archive: https://www.luerzersarchive.com/work/atlantic-group/