Title	4th LIFE OF A DEAD CURRENCY
Brand	MONDELÉZ INTERNATIONAL - CARAMBAR
Product/Service	CONFECTIONARY
Category	A04. Use of Merchandising/in-Store Experience
Entrant Company	FF PARIS, FRANCE
Advertising Agency	FF PARIS, FRANCE

Name	Company	Position
Fred/Farid		Chief Creative Officers
Olivier Lefebvre/Benjamin Marchal	FF PARIS	Executive Creative Directors
Rémi Campet/Rayhaan Khodabux	FF PARIS	Copywriters
Rayhaan Khodabux/Rémi Campet	FF PARIS	Art Directors
Remy Gendre	FF PARIS	Webdesigner
Emmanuel Renard/Edouard Lefebvre/Laure Rouaux	Mondelēz International - Carambar	Advertiser Supervisors
Florent Depoisier/Jessica Talbi/Lola Florin	FF PARIS	Account Supervisor
François Grouiller	FF PARIS	Strategy Supervisor
Jalila Levesque	FF PARIS	PR Supervisor
Aurélien Mérigaud	FF PARIS	TV producer
Françoise Redureau	FF PARIS	Print Producer
Adelyne Cazot/Emmanuel Clavier	FF PARIS	Digital Producer
Charles Dureuil	FF PARIS	Event
Planktoon	Cosmo	Film Director
Capitaine Plouf	-	Music/Sound

The Brief

Carambar, the candy with a joke written to its wrapping paper, is to French humour what the baguette is to French bakery: a reference. But, as the iconic candy is only bought twice a year by its core target (families with kids), we needed to reactivate brands’ top of mind awareness. Our main targets are families with kids. But to reach them, we knew we had to activate: 1- KOLs and journalists, to help us make the buzz 2- a “boulangeries” network, the largest sellers of candies in France

Campaign Success

This was the first time that an old and valueless currency is resuscitated, and it worked: - 500 very special “Press Kit” were sent to Key Opinion Leaders. Almost 80% of the KOLs we targeted actually participated with at least 1 joke tweeted (1 joke tweeted = 1 Franc given to the non-profit). -To get a local footprint, we negotiated a partnership with hundreds of “boulangeries” (bakeries). Twice more eventually called us. - 200 000 Francs were given to the non-profit Le Rire Médecin, who shares Carambar’s mission.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign exceeded our objectives : - More than 2 millions views of the film - 20 000 tweeted jokes - Around 340 main media mentions, in places where usually a brand can not be mentioned - 1 000 000 €+ in earned media (5x the cost of production), and total of 150 000 000 impressions - A very positive sentiment about the campaign with 99.4% positive mentions - And more importantly, more than 1 000 hospitalised children in critical conditions got to spend an hour with a clown, breaking up with their daily routine Confidential Information (200 words max) If you have any confidential information that cannot be viewed by the general public, please write it here. This information will be reserved for the Cannes Lions juries only and will not be published anywhere.

Explain why the method of promotion was most relevant to the product or service

In 1999, when the Euro was introduced, French people were invited to convert their old currency: Francs. Yet we found out that 4.7 billions Francs actually had never been exchanged. We created the “#The1FrancJoke”: an original promotion that consisted in resuscitating the value of a dead currency. For one month, 1 Franc = 1 Carambar. And because Carambar’s mission is to bring a smile to every children, even the least lucky ones, all the Francs raised during the operation were converted into real Euros benefiting Rire Medecin, a non-profit organization of “clown doctors” who visit and entertain lonely hospitalized children.