Winners & Shortlists


Silver Eurobest

Case Film

Presentation Board

Entrant Company LES GAULOIS Puteaux, FRANCE
Advertising Agency LES GAULOIS Puteaux, FRANCE
Production Company PARTIZAN Paris, FRANCE
Name Company Position
Gilbert Scher LES GAULOIS Global Creative Director
Luca Cinquepalmi LES GAULOIS Creative Director
Marco Venturelli LES GAULOIS Creative Director
Marie Donnedieu LES GAULOIS Art Director
Ouriel Ferencz LES GAULOIS Copywriter
Sabrina Bourzat LES GAULOIS Art Director Web
Julia Ben Rabah LES GAULOIS Copywriter Web
Elisabeth Billiemaz LES GAULOIS Managing Director
Aurore Cornen LES GAULOIS Account Manager
Pascale Vinzant LES GAULOIS Producer Print
Olivier Tewfik LES GAULOIS Head Of Digital
Romain Quentel/Archier LES GAULOIS Digital Project Manager
Milène Araujo LES GAULOIS Art Buyer
Hervé Kozar Vice President Sales Marketing Product
Elodie Peaudecerf Marketing Communication Manager
Anne Gaelle Le Minier Communications Officer
Antoine Pussiau Ceo

The Campaign is a low-cost airline company of the AirFrance KLM group, flying to holidays destination at very convenient rates. Competitors are many and better known. The objective of the campaign was to push sales and improve the brand notoriety in the low-cost category. Economic crisis left Europe with less money to spend, especially for something as trivial as holidays. But we all have houses full of objects that we don't use and we want to throw away. So teamed up with eBay France to create Byebye: the first object-flight converter. A tool hosted for two weeks on Ebay homepage that allowed people to select departing and detination, get a suggestion of what they could sell, sell and transform their old objects into tickets to go on holiday, using Paypal. To communicate it, we created a teasing campaign outdoor and digital display. With this new campaign, succeeded in showing French people its ability to understand their problematic and budget restrictions. This campaign was not only a promotion, but above all a new kind of brand tool for French people, a new way to buy and recycle allowing them to book cheaper and cheaper plane tickets.

The Brief

The objective was to improve the brand notoriety, while proving that tickets with are very cheap. With price comparison website, customers became unfaithful: we targeted all people interested in value for money, that's why we created the partnership with ebay.


The Bye-bye campaign generated an unprecedented media attention to 330 millions of media impressions More than 54% increase for 'transavia' on google. An astonishing 45% increase in bookings. Furthermore, the campaign introduced a new way to buy and recycle, proving that old stuff is not as useless as you thought and can even become a great holiday. Furthermore, we created a new way to buy and recycle.


After Christmas, people use eBay to sell and buy stuffs more than every other part of the year. team up with eBay to create Byebye: the first object-flight-converter. So we imagined a plan to address them • we hosted the converter for two weeks on Ebay homepage. We created a teasing campaign showing old things and stated that they were in fact some popular transavia destinations. Everybody could scan the QR-code connected to the mobile converter, and sell an object. On classic outdoor, we placed some Ebay screenshots with objects sold at the same cheap price of the advertised destination.

The Situation is a low cost airline company of the AirFrance KLM group. Created 7 years ago, it's faced to important competitors like easyJet or Ryanair with more money invested in media campaigns. In 2014, the company increased its number of air fleet and destinations and decided to challenge its competitors that have much more notoriety. The goal was gain in notoriety associating the brand even more to the low-cost universe. We decided to surf on a social fact : the search for bargains and resale during crisis.

The Strategy

The campaign showed to French how cheap transavia tickets actually are. To the point that they could even go on vacation without affecting their budget, just selling some old stuff. Furthermore the partnership with eBay positioned transavia in people's mind as a modern and convenient brand. This campaign worked as a strong promotion while improving brand notoriety and perception. We send to journalist an old object they can scan to convert on holiday on ebay. We also wanted to surprise journalists and bloggers, and send them a belated gift just after Christmas to convert on holiday on ebay. As we expected, people loved the concept and posted on twitter, facebook, on their blogs etc... pictures and articles.