THE MOST BEAUTIFUL MUM IN THE WORLD
| Title | THE MOST BEAUTIFUL MUM IN THE WORLD |
| Brand | INTERMARCHÉ |
| Product/Service | CHABRIOR |
| Category |
A02. TV & VOD: Fiction & Non-Fiction |
|
Entrant
|
ROMANCE Paris, FRANCE
|
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Idea Creation
|
ROMANCE Paris, FRANCE
|
|
Production
|
INSURRECTION Paris, FRANCE
|
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Production 2
|
THE Paris, FRANCE
|
Credits
| Alexandre Hervé |
Romance |
Executive Creative Director |
| Christophe Lichtenstein |
Romance |
President |
| Romain Roux |
Romance |
Head of Planning |
| Damien Veillet |
Romance |
Copywriter |
| Julien Rezette |
Romance |
Art Director |
| Marie-Laure Dangeon |
Romance |
Associate Director |
| Damien Carlhian |
Romance |
Account Director |
| Corinne Persch |
Romance |
Agency Producer |
| Johanna Lubin |
Romance |
Agency Producer |
| Caroline Puechoultres |
Intermarché |
Marketing Director |
| Vincent Bronsard |
Intermarché |
Marketing manager |
| Vincent Fièvre |
Intermarché |
Communications Director |
| Véronique Legueult |
Intermarché |
Communication Officer |
| Lucie Ducos |
Intermarché |
Product Manager |
| Camille Sassi |
Intermarché |
Communication Officer |
| Rudi Rosenberg |
Insurrection |
Director |
| Erinn Lothe-Guillon |
Insurrection |
Producer |
Why is this work relevant for Entertainment?
« Maman la plus belle du monde » is a 2-minutes emotional movie-like film created for the internet and television. It has been shot by cinema director Rudi Rosenberg. It continues the Intermarché’s run of emotional storytelling, enhanced by romantic music (“L’amour l’amour” and “J’ai tant rêvé”).
Background
This ad is part of the grocery chain's effort to help people eat a little better everyday.
After having moved audiences with « L’amour l’amour » and “J’ai tant rêvé”, our challenge was to promote Intermarché’s in-house brands with the same emotional discourse as that of the store. Indeed, each of these brands belongs in the communication landscape we’ve been building over the last year and a half, they reinforce the perception of the proximity and quality that Intermarché offers.
Describe the creative idea
They say kids always tell the truth, but can we really believe them when it comes to cookies?
Maman, La Plus Belle Du Monde (The Most Beautiful Mum in the World) is the story of a little boy who doles out cookies to friends, claiming they're homemade treats baked by his mom... when in fact they're Chabrior, Intermarché's own line of biscuits.
Describe the strategy
When it comes to food, nothing tastes as good as homemade: because when you cook for the ones you love, you put more butter, more chocolate chips and well… more love.
Describe the execution
The film was aired simultaneously on Facebook and Twitter (first view format) on March 23rd 2018 in its 1’56” format. It has also been aired on TV in the same format and shorter versions (1065 airings).
Describe the outcome
The film was seen 8,5 million times on Facebook and Twitter with an engagement rate of 2% (twice the average). More important, the global feeling was 89% positive on Facebook and 98% positive on Twitter, unbelievable in the land of haters!