LABEL OF LOVE

Short List
TitleLABEL OF LOVE
BrandMONOPRIX
Product/ServiceMONOPRIX - 85 YEARS OF THE BRAND
Category A01. Direction
Entrant ROSAPARK Paris, FRANCE
Idea Creation ROSAPARK Paris, FRANCE
Production INSURRECTION Paris, FRANCE
Production 2 MATHEMATIC Paris, FRANCE
Production 3 SCHMOOZE Paris, FRANCE
Credits
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.

Execution

The story takes place over a few seasons, and then skips forward 10 years to the present day. The desire was that the locations and the art direction, would reflect the nostalgic tone of the film. That the school, for example, would be an example of an archetypical school that everyone could relate to. The film was shot on 35mm to evoke the nostalgic mood of the script. There were several challenges for the director. The main challenge was managing the performance of the main actors, who were children, and drawing out of them a subtle range of emotions that matched the rising tension of the story - all without straying into cheesy territory. The other main challenge was stitching together two different periods in time ten years apart.