Carrefour: 35TH ANNIVERSARY

Credits & Description:

Category: Best Use of Print

Advertiser: CARREFOUR

Product/Service: SUPERMARKET

Agency: F/NAZCA SAATCHI & SAATCHI

Date of First Appearance: Sep 1 2010

Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL

Creative Director: Fabio Fernandes (F/Nazca Saatchi & Saatchi)

Creative Director: Marcio Delgado (F/Nazca Saatchi & Saatchi)

Art Director: Rodrigo Snow Cotellessa (F/Nazca Saatchi & Saatchi)

Art Director: Fernando Reis (F/Nazca Saatchi & Saatchi)

Art Director: Felipe Gregório (F/Nazca Saatchi & Saatchi)

Art Director: Rodrigo Lugato (F/Nazca Saatchi & Saatchi)

Head of Art: João Linneu (F/Nazca Saatchi & Saatchi)

Copywriter: Renata Leão (F/Nazca Saatchi & Saatchi)

Copywriter: Alexandre Giampaoli (F/Nazca Saatchi & Saatchi)

Illustrator: Mauro Ferreira (F/Nazca Saatchi & Saatchi)

Planning Director: Fernand Alphen (F/Nazca Saatchi & Saatch)

Planning Director: José Augusto Porto (F/Nazca Saatchi & Saatch)

Account Director: Andre Gustavo (F/Nazca Saatchi & Saatchi)

Account Director: José Eduardo Schwartsman (F/Nazca Saatchi & Saatchi)

Media Director: Lica Bueno (F/Nazca Saatchi & Saatchi)

Media Director: Regiane Pauluti (F/Nazca Saatchi & Saatchi)

Media Director: Rafaela Queiroz (F/Nazca Saatchi & Saatchi)

Photographer: Danilo Borges (F/Nazca Saatchi & Saatchi)

Typographer: Jomar Farias / Carlos Vieira (F/Nazca Saatchi & Saatchi)

Art Buyer: Edna Bombini / Cristiano Godoy (F/Nazca Saatchi & Saatchi)

Media placement: Print - Folha De S.Paulo And O Estado De S. Paulo - 1 September 2010



Insights, Strategy & the Idea

In Brazil, the hypermarket has a very important role, it serves as a source of entertainment for some classes, besides, being a great shopping environment. It is a place, where the shopping trip itself becomes a family time. Therefore, the retailer turned his 35th birthday into a big party. As the newspaper, since its launch in 1975, is one of the main means of communication between Carrefour and its Consumer, we decided to work with it to celebrate our anniversary.



Creative Execution

To get people to the 70's, bringing the year in memory that Carrefour came to Brazil and the good memories that consumers have of the brand, the two leading newspapers of São Paulo, came out with the original cover of the day 09/05/1975, date that Carrefour first started business in Brazil. The cover brought important news of that time, including a highlight of the launch of hypermarket in Brazil, bringing people back to remember those good old days.



Results and Effectiveness

The proof that revolves the success and public acceptance of the campaign was measured in return on sales. 19% increase in sales of household appliances; sales volume 10% higher than expected, during the period stipulated, even without announcing any special offer.