Product/ServiceLABEL EMMAÜS
Category A07. Not-for-profit / Charity / Governemt
Idea Creation BRAINSONIC Paris, FRANCE
Name Company Position
Alban Penicaut Brainsonic Executive Creative Director
Sebastien Combemale Brainsonic Senior Copywriter
Thomas Audoin Brainsonic Senior Art Director
Emilie Cabanie Brainsonic PR and Influence Manager
Anastasia Sebban Brainsonic Head of Production
Louis Chapelain Brainsonic Videomaker
Dimitry Alazet Brainsonic Editor - Motion Designer
Charly Kraft Brainsonic Editor - Motion Designer
Mathieu Crucq Brainsonic Deputy Managing Director & Partner
Maud Sarda Label Emmaüs Cofounder and Director
Soumaya El Bakkali Label Emmaüs Communications Director
Guillaume Mikowski Brainsonic CEO


Label Emmaus is the Emmaus Movement's e-shop for activism started by Father Pierre and it aims to offer an alternative to traditional e-shops by promising a solidarity purchase. Indeed, it is the first integration company dedicated to e-commerce that, in addition to fighting against waste, provides training for journeypersons, employees in integration courses and people in shelters, to digital professions and logistics. But Label Emmaus has to face fierce competition because there are multiple resale platforms: eBay, leboncoin, vinted, selency, etc. So how to make the marketplace known to the general public?

Describe the creative idea (30% of vote)

LabelEmmaüs is a solidarity e-shop for used items. Few people know the site, let alone the items on it. So to make them known, we had the idea to put items of celebrities online. The concept: a product to highlight all others.

Describe the strategy (20% of vote)

We launched the #LabelAction campaign with the following concept "A product to highlight all the others". For this, we called on more than twenty celebrities (singer, actor, chef, comedian, cartoonist, etc.) who gave us a personal item that we hid among the 600,000 others on sale on the e- shop to encourage users to visit the site and discover them!

Describe the execution (20% of vote)

The campaign took place from the 12th to the 26th of September and was supported by a Social Media presence and a PR strategy. First, we contacted various media outlets who reported about the operation. Then, every day during this period, we hid one to two celebrity items on the e-shop. Each one invited their community to search for the item via their social networks! At the same time, we invited internet users to do the same via the social networks of Label Emmaüs.

List the results (30% of vote)

• Nearly 9M people reached • An increase in site traffic of 58% compared to the same period last year which allowed us to reintegrate 4 times the number of people to e-commerce trades • More than 8k subscribers earned organically on FB, TW and Instagram • Multiple benefits (TV, press, radio, web). • 23 participating celebrities and 30 items