Title | LABEL OF LOVE |
Brand | MONOPRIX |
Product/Service | MONOPRIX - 85 YEARS OF THE BRAND |
Category |
A01. Cinema & Theatrical: Fiction & Non-Fiction |
Entrant
|
ROSAPARK Paris, FRANCE
|
Idea Creation
|
ROSAPARK Paris, FRANCE
|
Production
|
INSURRECTION Paris, FRANCE
|
Production 2
|
MATHEMATIC Paris, FRANCE
|
Production 3
|
SCHMOOZE Paris, FRANCE
|
Credits
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 |
The Campaign
The film is about a young boy who 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.
Creative Execution
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 cut-outs 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.
THE FILM
Total : 26.5 million views
Breakdown : TV : 14 million
Cinema : 350 000
Display : 750 000
Social : 11.4 million views
THE DIGITAL EXPERIENCE
1.2 million views on social media
This work is relevant for entertainment lions because it is a 4 minute short film with a vision beyond advertising.
Monoprix is part of pop culture in France. To continue to play this role, they need to do work that is bigger than advertising. That’s why this time, to celebrate their 85 years, we decided to make a short film that summarises the values of the brand.