Monoprix: #Laitdrolelavie [04:14]

Credits & Description:

Title: Label of Love
Category: Retail Services
Brand: Monoprix
Media: Film
Country: France
Advertising Agency: Rosapark, Paris, France
Co-founder Chief Creative Officer: Jean-Francois Sacco (Rosapark)
Co-founder Chief Creative Officer: Gilles Fichteberg (Rosapark)
Co-founder: Jean-Patrick Chiquiar (Rosapark)
Art Director: Cerise Leclerc
Copywriter: Louise Mussot
Associate Director: Quentin Labat
Account Director: Berangere Puch
Account Manager: Quentin Barbaray
Art Buyer: Louise Bertin
Print Production: Justine Dudognon
Client Director: Jeanne Neuschwander
Social media manager: Clementine Roux
Crm Manager: Marie Abadie
Post production: Mathematic
Production House: Insurrection
Director: Thirty Two (Insurrection)
Production Company: Schmooze, Paris / Mathematic, Paris / Insurrection, Paris
Account Manager: Bérangère Puch (Rosapark)
Project Manager: Marine Dachary (Rosapark)
Account Director In Charge Of Social Media: Jeanne Neuschwander (Rosapark)
Social Media Manager: Clémentine Roux (Rosapark)
Crm Manager: Marie Abadie (Rosapark)
Director: Thirty Two (Insurrection)
Head Of Marketing: Florence Chaffiotte (Monoprix)
Brand Director: Nicolas Gobert (Monoprix)
Head Of Media, Social Media And Brand Content: Stéphanie Jallet (Monoprix)
Head Of Pr And Communications: Marion Denonfoux (Monoprix)
Sound Mixer: Sylvain Rety (Schmooze)
Post-producer: Guillaume Audibet (Mathematic)
Producer: Helene Daubert (Insurrection)
Executive Producer: Xavier Doncel (Garage Films)
Production Manager: Benoit Roques (Insurrection)
Director Of Photography: Ray Coates (Insurrection)
Sound Mixer: Jean-Luc Verschelde (Schmooze)
Date: May, 2017
Description:
Beautiful love story, a daily dialogue, symbolized through packagings.
Strategy:
Monoprix is part of pop culture in France. To continue to play this role, they need to do work that is bigger than advertising. That’s why this time, to celebrate their 85 years, we decided to make a short film that summarises the values of the brand.
Outcome:
THE FILMTotal : 26.5 million views Breakdown :TV : 14 millionCinema : 350 000Display : 750 000Social : 11.4 million views THE DIGITAL EXPERIENCE1.2 million views on social media
Relevancy:
This work is relevant for entertainment lions because it is a 4 minute short film with a vision beyond advertising.
Campaign Description:
The film is about a young boy who falls in love with a girl at school. Instead of writing her love letters, he takes a less traditional approach. He cuts out the jokes from Monoprix packs at home, and then slips them into her locker at school. For example, he finds a pack of heart shaped biscuits. The joke on this pack reads: Little Hearts: perfect for making hearts melt. He cuts this out and slips it into her locker.
Synopsis:
French Supermarket Monoprix is famous for the jokes on their packaging. The Monoprix jokes use the names of the products themselves as the basis for witty wordplay. Dad jokes, we could call them. To celebrate their 85th birthday, Monoprix wanted to do more than an advertising campaign. They wanted to celebrate the way that these jokes have become part of French popular culture.
Execution:
A boy falls in love with a girl at school. Instead of writing her love letters, he takes a less traditional approach. He cuts out the jokes from Monoprix packs at home, and then slips them into her locker at school. For example, he finds a pack of heart shaped biscuits. The joke on this pack reads: Little Hearts: Perfect for Making Hearts Melt. He cuts this out and slips it into her locker, along with many others. He continues giving her these cut-outs from the packaging, but one day he arrives at school to discover that she has moved away. Cut to ten years later. He is now at university. A beautiful woman opens her locker and a shoebox falls onto the ground, spilling a collection of Monoprix jokes. He runs to a Monoprix and finds one final joke on a packet of instant coffee: Better Latte Than Never.