Title | BOWL |
Brand | FROMAGERIES BEL |
Product/Service | MINI BABYBEL |
Category |
B01. FOODS |
Entrant Company
|
Y&R PARIS, FRANCE
|
Advertising Agency
|
Y&R PARIS, FRANCE
|
Credits
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.