| Title | PICNIC BLANKET |
| Brand | FRUITS AND WINE |
| Product/Service | FRUITS AND WINE |
| Category |
B09. Use of Print or Outdoor |
|
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. When all the skins were taken, a refill cartridge of skins was installed. There were 11 different illustrations on picnic themes, by international illustrators.
Campaign Success
Multiple panels installed in different locations around Paris over a couple of weeks. Media was only booked in panels in and around parks.
Describe the success of the promotion with both client and consumer including some quantifiable results
-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.
Explain why the method of promotion was most relevant to the product or service
We created billboards that distributed picnic blankets. People who liked the billboard were encouraged to tear off one of the 50 billboard skins and eat their picnic on it.
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.