Category: Finance
Media: Film
Brand: Cash Converters
Agency: Serviceplan France
Media Agency: Mediaplus France
Chief Creative Supervisors : Dimitri Guerassimov & Fabien Teichner
Chief Creative Officer : Hervé Poupon
Creative Director and Director: Daniel Perez
Agency: Stéphane Perrot, Juliette Polaillon, Julie Raynaud
Account Management: Bruno Bee, Ronan Pensec, Naolie Boudouka
Art Director: Astrid Pinon
Copywriter : Benjamin Coché, Chloé Rosiaux
Published: April 2018
Synopsis:
In 2 new spots titled ‘Siamese Twins’ and ‘Childbirth’, Serviceplan France Creative Director Daniel Perez gives a surreal twist to the new Cash Converters campaign.
Cash Converters, world leader of the purchase-sale of second-hand goods, launches a new advertising campaign by Serviceplan France, with the concept that people don’t have to concoct crazy narratives in order to sell their favourite possessions at the best price.
The campaign "The Smooth Talkers" uses the register of the absurd to address the apprehension some people associate with selling goods on the second-hand market, by playing on the ambiguity between the market value and emotional value of objects.
With the tag-line ‘Vendez-Vite, Achetez Mieux’ (Sell quickly, buy better), the campaign removes the drama from the crucial moment of repurchase, and emphasises the Cash Converters philosophy of applying the highest value to resale objects.