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Filming Guillaume Ruchon in the courtyard of Wild Code School in Lyon

Video production

Influence

Copywriting

WALIBI

Caisse des Dépôts: bringing public investment closer to young audiences

Video production

Influence

Copywriting

Caisse des Dépôts

KEY FIGURES

field days, September 2020–February 2022

5

calendar years covered by the collaboration, 2020–2022

3

running time of the “Changer de vie” YouTube film

13 min 41

SECTORS

Public

Finance & Property

PERIOD

2020–2022

ACTORS

Picture Element

OVERVIEW

Summary

Five days in the field, opening up a different view of Caisse des Dépôts.

From 2020 to 2022, Picture Element produced Guillaume Ruchon’s content for Caisse des Dépôts’ influencer programme, created and led by agency 79. Field reports, a YouTube film and Instagram Stories explored the institution’s work through the places and people it supports, from northern France’s former mining communities to a career-change school in Lyon.

The context

People knew the place. Fewer knew the institution behind it.

At Parc Astérix in November 2021, Guillaume asked his followers whether they knew about the park’s connection with Caisse des Dépôts. In that Instagram Story poll, 627 answered “not at all”, compared with 120 who answered “of course”. The gap offered a concrete starting point: begin with something familiar, then reveal the role of the institution.

The challenge

Explain Caisse des Dépôts’ work to a young audience, using the formats and voice of a creator they already followed. Agency 79 set the programme and its events. Our role was to coordinate Guillaume’s involvement and write and produce his content, combining reporting, clear explanations and partnership disclosures.

The idea

Show what the investment means on the ground.

Homes being renovated in Pecquencourt. An automotive vocational school in Lens. Le Coq Sportif’s workshops in Romilly-sur-Seine. These places and encounters offered a way into subjects that could otherwise feel distant.

For the longer film, we championed a subject close to the audience’s concerns: training for a new career. At Wild Code School in Lyon, three students shared their experiences. Their stories provided a way to understand the institution’s involvement.

The execution

Creator management, writing and production worked together throughout.

Prepare each visit. We coordinated Guillaume’s schedule, approvals with agency 79 and reporting on his posts across five field days between September 2020 and February 2022.
Tell the stories on location. Stories, posts and a vertical video from northern France’s mining region focused on the places and people encountered.
Produce “Changer de vie”. Two filming days at Wild Code School, in Lyon’s former Saint-Joseph prison, combined a script, multicamera interviews, editing and motion graphics for a 13-minute, 41-second YouTube film.
Plan for different channels. We delivered a ten-minute version and fifteen-second clips in four aspect ratios for Caisse des Dépôts’ social accounts. Guillaume also took over @caissedesdepots for eight Stories about the school.

The results

The collaboration ran from 2020 to 2022. Caisse des Dépôts commissioned a separate edit and clips for its own social channels, giving the creator-led film a further use in the institution’s communications.

Agency 79’s 2020 influencer programme, to which our content contributed, received Gold and joint Silver at the 2021 Grand Prix Stratégies de l’Influence awards.