France: a hotbed of creativity and innovation
French ingenuity is rooted in creativity and innovation. For centuries, our thinkers, writers, artists, researchers and scientists have worked to upli and better humanity, to help the world make progress and live in freedom, to spread ideas and forward-thinking ideals. From Molière to Matisse, from Nicolas- Joseph Cugnot to Luc Montagnier, the French have shared their country’s greatest, most universal achievements with the world.
Today, the new generation is taking up the baton and carrying on this tradition of creative genius that forms part of our national identity. ousands of French SMEs and start-ups are at the forefront of technological innovation, working daily to invent the products, services and solutions that will shape the future. ese innovators continue to make France a hotbed of innovation and to export this national treasure worldwide.
Talent forms the basis of all creative work. But talent alone is not enough. We are not a nation of 65 million dreamers and romantics. Every day, our researchers and creators demonstrate— through determination, discipline and precision— their ability to bring their ideas to life. French creativity is synonymous with innovation, but also with business. Simply put, French creativity isn’t an abstract concept; it creates value and spurs job growth. Créative France
e major challenge for France is to dispel misconceptions and rebuild the country’s business image to reflect facts and results, while demonstrating that the country is thoroughly modern, creative and has its doors wide open to the world. We need to show, based on France’s own merits, that the country is a leading destination for anyone seeking to grow their business in Europe.
To achieve these goals, the communication strategy will seek to promote “French ingenuity”, the subtle blend of world- renowned creativity and other elements attractive to investors that are equally authentic but less well-known, such as our discipline and attention to detail.
Créative France aims to assemble and put the spotlight on French initiatives and savoir- faire that showcase creativity and innovation in elds such as technology, industry, fashion, cuisine, science and the arts. Both major corporations and edgling start-ups will be invited to take part, whether they are French rms that illustrate French air or foreign players that cement France’s attractiveness to investors. Respected stars will be brought on board as ‘campaign faces’ to share their experiences and convey the message that France is strong, ambitious and creative.
The concept behind this major campaign to extend France’s economic in uence was announced by French President François Hollande at the Strategic Attractiveness Council meeting held on June 16, 2015 in Paris. e council, which recognizes the central role of creativity in driving the French economy, seeks to promote France’s key strengths: industrial and economic dynamism, potential for innovation, and vibrant arts and culture.
France has decided to leverage its key strengths to promote its creative potential and enhance the attractiveness of its economy. ese efforts, led by Business France, will send a strong signal to the international community through an unprecedented promotional campaign that offers a fresh new take on the French ‘brand’.