Celebrating icons, empowered women and the greatness of the French soul
France has launched only recently its new communication campaign, “Make it iconic. Choose France,” aiming to elevate its global appeal and brand itself internationally. This initiative celebrates emblematic French personalities and landmarks, embodying the bold history and spirit of France, inviting the world to experience French audacity and brilliance.
The campaign covers various fields—culture and the arts, gastronomy, fashion, design, science, sport, commerce, entrepreneurship and what-have-you.
The campaign, propelled by the French diplomatic network, fortifies France’s economic attractiveness. The campaign emphasizes French boldness, innovation and artistic and performing skills.
“Make it iconic. Choose France” campaign accentuates France’s modernity and global leadership. As a significant player in the UN Security Council, Nato (North Atlantic Treaty Organization), G7, G20, European Union and other multilateral organizations, France boasts robust infrastructure, strategic geographical positioning, a vibrant domestic market, a skilled workforce and prowess in industries ranging from aerospace, energy and pharmaceuticals to luxury goods, retail, design and agriculture.
In Manila, what better way to inaugurate the French campaign via a celebration of its trailblazing cinema than through the 26th French Film Festival at the SM Mall of Asia and SM Megamall cinemas in Pasay and Mandaluyong cities, respectively?
The festival was supposed to have a red-carpet opening ceremony at the SM MOA Sky Garden on Nov. 25 but because the rains came as predicted by the weather bureau, the ceremony was moved to the lobby of the SM MOA Cinema. Which was all for the better since guests soaked by the rains were only too happy to bask in the warm camaraderie of Francophones and cinema aficionados, led by Marie Fontanel, France ambassador to the Philippines and Micronesia.
Of course, lovers of French cinema are basically an art-house audience, but the opening film, “Acide (Acid Rain),” is a doomsday disaster movie that has Hollywood gloss and is very commercial. But the pro-environment message of the movie hews close to the campaign of France President Emmanuel Macron for countries around the world to face up to the challenge of climate change and environmental degradation.
“Acid Rain” is a gripping apocalyptic thriller that portrays France besieged by deadly acid showers. Director Just Philippot’s adaptation of his 2018 short merges disaster and domestic drama. The movie stars actor-director Guillaume Canet (first introduced to Philippine audiences more than 20 years ago via Danny Boyle’s “The Beach,” where he starred opposite Leonardo DiCaprio). Despite a modest budget, Philippot vividly depicts France’s peril through stormy skies and unsettling thunder, while brilliant makeup effects capture the harsh reality for those exposed.
Emmanuelle Béart
The opening ceremonies were graced by sultry French actress-director Emmanuelle Béart, who attained global acclaim through the 1986 movie by Claude Berri, “Manon of the Spring,” one of the biggest hits of French cinema. (Philippine audiences first caught sight of her beauty and talent in the 1996 Tom Cruise starrer, Brian de Palma’s “Mission Impossible.”)
Martin Macalintal of the French embassy proclaimed Béart “the godmother of the 26th French Film Festival in Manila.”
Béart, of course, is one of the iconic actresses of French cinema, lending sublime beauty and glamour to anything French, but she was really in town for the Asian premiere of a documentary she herself produced and codirected with Anastasia Mikova, “Un Silence Si Bruyant (Such a Resounding Silence).”
With the movie, she’s broken her silence about the incest she had suffered as a girl in order to lend her voice to other victims like her.
“Resounding Silence” had been shown earlier that afternoon before “Acid Rain,” and Béart joined the Q&A right after the screening.
Incidentally the film was shown on Nov. 25, the International Day for the Elimination of Violence Against Woman and Children.
Expressing her gratitude for being in Manila for the first time to support the screening of “Un Silence Si Bruyant,” Béart emphasized the personal significance of advocating for the safety of women and girls.
Her involvement stemmed from her own experience as an incest survivor, she explained, a story she shared in the documentary without naming the abuser but acknowledging the pivotal role her grandmother played in her rescue during her vulnerable years between 10 and 14.
Beyond her acting career, Béart has dedicated a decade to collaborating with Unicef in championing the rights of women and children. She disclosed how her journey as a mother and an artist prompted her to confront the weight of her past sorrows and turn them into something purposeful.
She recognized the transformative power of her public disclosure. By sharing her story openly, she hoped to encourage others to break their silence, a movement she witnessed gaining momentum in France after the documentary’s release only last September.
Despite the pervasive silence surrounding the topic, Béart stressed the importance of dialogue, especially with children, about the uncomfortable reality of abuse potentially occurring within households or elsewhere. She encouraged open conversations as a crucial step in prevention.
Béart’s empowering words resonated deeply with survivors of incest and sexual abuse. “I’m speaking from my own experience as a survivor,” she said. “I’ve fought my battles and I’m here, alive and proud. There is hope, a lot of it.”
Charity dinner
A charity dinner at the elegant Lanson Place in the MOA complex was hosted by Ambassador Fontanel and SM Supermalls on Nov. 26.
The dinner sought to draw attention to and raise funds for the Cameleon Association, a Visayas-based group dedicated to rehabilitating women and girls who are victims of abuse and violence.
Founded by Laurence Ligier, Cameleon emerged from her deep concern for girl-survivors of sexual abuse in the Philippines. Leaving her family and friends in France, she established the non-governmental organization in Iloilo in 1997.
Over time, Cameleon Association Inc. expanded significantly, gaining accreditation from the Department of Social Welfare and Development and establishing shelters for abused women and girls in the Visayas.
In 2022, Cameleon celebrated its 25th anniversary with the motto “Changing Colors, Changing Lives,” to reflect the transformation wrought on its beneficiaries by providing them a safe haven so they could overcome trauma and reintegrate into society.
The dinner featured a performance by Cirquera de Cameleon, a group composed of rehabilitated victims, showcasing the resilience and progress achieved through the organization’s efforts.
After the performance, Béart embraced the kid-performers of the Cirquera de Cameleon and there were tears in everyone’s eyes.
French education awardees
The dinner likewise honored Filipinos excelling after their French education. Honorees this year were filmmaker Nick Deocampo, chef Aaron Isip, Rhea Matute of Design Center Philippines, and SM Supermalls president Steven Tan.
The event featured video clips of the awardees. Tan highlighted his MBA from Ecole Superieure de Commerce de Paris, fostering his love for French cinema. Isip graduated from Le Cordon Bleu; Deocampo earned a film certificate; and Matute gained a master’s in International Brand Luxury Management at Essec (École Supérieure des Sciences Economiques et Commerciales) in Paris.
Tan said he was making a “personal contribution” to Cameleon and invited others to do the same.
He explained that SM Cares, the corporate social responsibility arm of SM Supermalls, “has staunchly supported women and children since its inception in 2004.”
“We have a year-round program to empower women entrepreneurs and regular job fairs in our mall to help provide gainful employment,” he said. “Over 60 percent of our employees’ and executives are women and our leaders, Ms Elizabeth Sy and Ms Tessie Sy Coson, are our best models for empowered Filipinas.”
Tan declared, “Let tonight be a resounding call to everyone to stand against abuse and to create a world where every woman and child can thrive without fear.”
Indeed, the French Film Festival and charity dinner were a grand celebration of the greatness of the French soul as reflected in its arts and culture, its science and technology, its humanism and goodwill.
As Blaise Pascal declared, “Dans une grande âme tout est grand”—“In a great soul, everything is great.”
