DES GLANEUSES

ClientE.LECLERC
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
TitleDES GLANEUSES
Product/ServiceTHE ANNIVERSARY OF THE CLEAN UP OPERATION
Entrant BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
Idea Creation BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
Media Placement BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
PR BABEL STRATEGIE ET COMMUNICATION Paris, FRANCE
Production AGENCE MARIE BASTILLE PARIS, FRANCE
Credits
Name Company Position
PAUL WAUTERS BABEL CREATIVE DIRECTOR
KAMEL MAKHLOUFI BABEL ART DIRECTOR
MARTIN HARGREAVES AGENCE MARIE BASTILLE ILLUSTRATOR

Cultural/Context information for the jury

20 years ago, supermarket chain E. Leclerc started organizing a national clean up, mobilizing volunteers to clear up their local woods, fields, rivers and meadows. The enthusiasm was huge, up to 500'000 volunteers show up every year, collecting tons and tons of waste. To celebrate the 20th anniversary, we thought it was time to remind people why we are doing this. A part from the obvious reasons, this is also France, the country who's landscapes and light has inspired artists from over the world. Impressionism is born out of the beauty and the light of french nature. Van Gogh drew a lifetime of inspiration from it. So we organized an expo in 3 metro stations in Paris, with iconic works, in a soiled version. We worked with a top copyist to get as close to the originals as possible. Every work had a small explanation, like in a real museum.