Title	LABEL OF LOVE
Brand	MONOPRIX
Product/Service	MONOPRIX - 85 YEARS OF THE BRAND
Category	A03. Casting
Entrant	ROSAPARK Paris, FRANCE
Idea Creation	ROSAPARK Paris, FRANCE
Production	INSURRECTION Paris, FRANCE
Production 2	MATHEMATIC Paris, FRANCE
Production 3	SCHMOOZE Paris, FRANCE

Name	Company	Position
Gilles Fichteberg	ROSAPARK	Co-founder Chief Creative Officer
Jean-Francois Sacco	ROSAPARK	Co-founder Chief Creative Officer
Jean-Patrick Chiquiar	ROSAPARK	Co-founder
Cerise Leclerc	ROSAPARK	Art Director
Louise Mussot	ROSAPARK	Copywriter
Thirty Two	Insurrection	Director
Sacha Lacroix	ROSAPARK	Managing Director/Head of Planning
Quentin Labat	ROSAPARK	Associate Director
Alexandre Ribichesu	ROSAPARK	Strategic Planner
Bérangère Puch	ROSAPARK	Account Manager
Marine Dachary	ROSAPARK	Project Manager
Adelaide Samani	ROSAPARK	Agency TV Producer
Jeanne Neuschwander	ROSAPARK	Account Director in charge of social media
Clémentine Roux	ROSAPARK	Social Media Manager
Marie Abadie	ROSAPARK	CRM Manager
Helene Daubert	Insurrection	Producer
Xavier Doncel	Garage Films	Executive Producer
Guillaume Audibet	Mathematic	Post-producer
Matthieu Sibony	Schmooze	Sound Design Producer
Sylvain Rety	Schmooze	Sound Design Producer
Florence Chaffiotte	Monoprix	Head of Marketing
Nicolas Gobert	Monoprix	Brand Director
Stéphanie Jallet	Monoprix	Head of media, social media and brand content
Marion Denonfoux	Monoprix	Head of PR and Communications

Brief Explanation

A boy falls in love with a girl at school. Instead of writing her love letters, he takes a less traditional approach. He cuts out the jokes from Monoprix packs at home, and then slips them into her locker at school. For example, he finds a pack of heart shaped biscuits. The joke on this pack reads: Little Hearts: Perfect for Making Hearts Melt. He cuts this out and slips it into her locker, along with many others. He continues giving her these cutouts from the packaging, but one day he arrives at school to discover that she has moved away. Cut to ten years later. He is now at university. A beautiful woman opens her locker and a shoebox falls onto the ground, spilling a collection of Monoprix jokes. He runs to a Monoprix and finds one final joke on a packet of instant coffee: Better Latte Than Never.

First of all, we looked for a couple of children around ten years old, who could incarnate a kind of impossible love: the boy is “middle class” with classic good looks (and you can imagine he’s going to be very handsome when he grows up) and the girl is “upper class” and one of the most beautiful in the school. Then, for the happy ending, we needed to cast them 10 years later, with their class differences erased (as they meet again at university) and seeing they fit very well together at first glance.