LABEL OF LOVE

Silver Eurobest
TitleLABEL OF LOVE
BrandMONOPRIX
Product/ServiceMONOPRIX - 85 YEARS OF THE BRAND
Category A02. TV & VOD: 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
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

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.