Title | L'AMOUR, L'AMOUR |
Brand | INTERMARCHÉ |
Product/Service | INTERMARCHÉ |
Category |
A01. Cinema & Theatrical: Fiction & Non-Fiction |
Entrant
|
ROMANCE Paris, FRANCE
|
Idea Creation
|
ROMANCE Paris, FRANCE
|
Idea Creation 2
|
INTERMARCHE Paris, FRANCE
|
Production
|
THE Paris, FRANCE
|
Production 2
|
CARNIBIRD Paris, FRANCE
|
Credits
Alexandre Hervé |
Romance |
Exectuive Creative Director |
Christophe Lichtenstein |
Romance |
President |
Romain Roux
|
Romance |
Planner |
Vincent Boursaud |
Romance |
Creative |
Julien Bon |
Romance |
Creative |
Gautier Fage
|
Romance |
Creative |
Marie-Laure Dangeon |
Romance |
Associate Director |
Estelle Littaye |
Romance |
Account officer |
Sophie Mégrous |
Romance |
Head of Production |
Jérôme Deplatière |
Romance |
Producer |
Katia lewkowicz |
Carnibird |
Director |
Juliette Desmarescaux |
Carnibird |
Executive Producer |
Hubert Brault |
Carnibird |
Line-producer |
Tania Joukovsky |
Carnibird |
Line-producer |
Georges Lechaptois |
Carnibird |
DOP Lighting Cameraman |
Clement Price Thomas |
Carnibird |
Production Designer |
Elodie Demey |
Carnibird |
Casting Director |
Alexandre Rabia |
THE |
Producer |
Caroline Puechoultres |
Intermarché |
Marketing Director |
Vincent Bronsard |
Intermarché |
Marketing Manager |
Mathieu Delcourt |
Intermarché |
Communications Manager |
Véronique Legueult |
Intermarché |
Communication Officer |
Sandrine Bousquet |
Intermarché |
Communication Officer |
The Campaign
The creative idea is to tell the story of a young man who lives in corent with his buddies and who changes completely his diet (nutrition) and that of his friends because he fell in love with a charming cashier. He wants to prove her that he is no longer a simple teenager expert of unhealthy eating, but well and truly a young responsible adult.
Creative Execution
The 3 minutes film first was released on TV a Saturday night just before « The Voice » (with an audience of 8 million people) which allowed this short film to live on social networks an incredible career by being seen more than 8 million times in 48 hours on Facebook. 4 days later it counted already more than 10 million views on the brands Facebook page.
In the cinema, the film was shown during one month in its 3 minutes version as short film just as short films where presented befor the big movies in the 80ies in french cinemas.
The film had a huge online success starting with the non-specialized sites of press up to the sharpest of the sites of cinema : all that sublimed by the music of Marcel Mouloudji of 1957, who became number one of the I-tunes sales in France and Top viral on Spotify.
The film passed on numerous medias (TV, Web, Press) counted more than 8 million views in 48 hours and 15 million views in 1 week.
Was placed in the top 5 viral videos of YouTube, more than 300 articles in more than 50 different countries (Mashable, Wired, Shots, New York Times, El Paìs, Die Welt, The Guardian, Le Figaro, GQ, Vanity Fair, Esquire, Refenery29, PopSugar, InfoPresse, AdWeek, Creativity… ) proving that our objective of touching the French was not only widely reached but also passed the international borders.
The film was shot as a short film : 3 minutes film released on TV a Saturday night just befor « The voice », and at the same time on social networks.
The brand is not present troughout the film, only the Intermarché logo calls back the client at the end. It allowed the televiewers to plunge at the heart of the film just like it would be with a classic film – the history captivates us.
Furthermore, beyond the advertising media, the film was shared on cinema and also popular culture, and was widely broadcasted on the Social Media.
As big distributor, it is difficult to communicate about better eating given that they are held for responsible for the junk food. The strategy was not to impose a new lifestyle but to tell those who are sensitive to it that at Intermarché they can eat better and that junk food is not a fate.
We impose nothing to the consumer, he is free to choose his lifestyle, however, Intermarché can help if necessary.