| Title | PICNIC BLANKET |
| Brand | FRUITS AND WINE |
| Product/Service | FRUITS AND WINE |
| Category |
G02. Illustration |
|
Entrant
|
ROSAPARK Paris, FRANCE
|
|
Idea Creation
|
ROSAPARK Paris, FRANCE
|
|
Production
|
BIRTH Paris, FRANCE
|
Credits
| Jean-Francois Sacco |
ROSAPARK |
Co-founder Chief Creative Officer |
| Gilles Fichteberg |
ROSAPARK |
Co-founder Chief Creative Officer |
| Jean-Patrick Chiquiar |
ROSAPARK |
Co-founder |
| Mark Forgan |
ROSAPARK |
Creative Director |
| Jamie Standen |
ROSAPARK |
Creative Director |
| Vincent Requillart |
ROSAPARK |
Art Director |
| Niels Marqueyssat |
ROSAPARK |
Copywriter |
| Lionel Koechlin |
independent |
Illustrator |
| Magoz |
independent |
Illustrator |
| Jan Buchczik |
independent |
Illustrator |
| Marylou Faure |
independent |
Illustrator |
| Elda Broglio |
independent |
Illustrator |
| Sophie Ledesma |
independent |
Illustrator |
| Martina Paukova |
independent |
Illustrator |
| Camilla Perkins |
independent |
Illustrator |
| Alec Doherty |
ROSAPARK |
Illustrator |
| Amélie Falière |
independent |
Illustrator |
| Sabrina Arnault |
independent |
Illustrator |
The Campaign
Each billboard had 50 fabric, recyclable skins attached. Each skin was designed as a picnic blanket. There were 11 different illustrations on picnic themes, by international illustrators. When all the picnic blankets were taken, a refill cartridge of skins was installed.
Creative Execution
The process began with adaptation of existing billboards, and research into possible fabrics to use for the picnic blankets. It was important that the fabrics be lightweight, but able to withstand being torn from the billboard, and not rip during use. Eleven international illustrators were engaged and given a fairly open brief. We really wanted to have a range of very different illustrations, so we encouraged them to draw in their personal styles. All that we asked was that a bottle of Fruits & Wine be featured in the centre of the illustration (they were free to interpret the bottle) and that the other elements were inspired by the universe of picnics.
Indication of how successful the outcome was in the market
- The majority of picnic blankets distributed were not recycled, but kept for future use.
- Increased name recognition for the Fruits&Wine brand.
- Increased interest from distributors. -Enthusiastic reaction on social media.
We built a brand territory around picnics. Those moments between friends where nothing is taken too seriously, matching our product, which is more about good times than fancy wine. Our billboards were located in and around parks in Paris. We were targeting people who were taking advantage of the good weather to have a picnic.