Title	BOTTLE
Brand	FROMAGERIES BEL
	1 of 3 Campaign
Product/Service	MINI BABYBEL
Category	B01. FOODS
Entrant Company	Y&R PARIS, FRANCE
Advertising Agency	Y&R PARIS, FRANCE

Name	Company	Position
Frédéric Dauba/Isabelle Jacquet	FROMAGERIES BEL FRANCE
Julie Régis/Dorothée Mianet/Thomas Le Thellec	YOUNG/RUBICAM PARIS
Anne/Charlotte Cahne	YOUNG/RUBICAM PARIS	Planner
Pierrette Diaz	YOUNG/RUBICAM PARIS	Vp In Charge Of The Creation
Gilles Menet/Matthieu Vivinis	YOUNG/RUBICAM PARIS	Artistic Director
Gilles Menet	YOUNG/RUBICAM PARIS	Copywriter
Claire Nicaise Schindler	YOUNG/RUBICAM PARIS	Art Buyer
Antoine Magnien	WATCHOUT	Illustrator
The Shop	THE SHOP	Production Print

English Translation of Main Headlines

MBY suffers in some countries from a product perception issue, slowing down consumption. Because of its color, its wax, its funny aspect, people misjudged it: nobody could think that this little cheese could have been so natural, made of 98% milk. So the objective of the campaign is to fight these preconceived ideas by re-establishing its inner goodness : despite its appearance, MBY is full of milk. The idea of the campaign is to twist different iconic milk containers (from the pitcher to the jug), to suggest that MBY is full of milk. In order to make it ownable to the brand, we’ve reworked this containers with the most specific element of this product, its red wax.