| Title | C'EST MAGNIFIQUE |
| Brand | INTERMARCHE |
| Product/Service | INTERMARCHE |
| Category |
A01. Direction |
|
Entrant
|
GRAND BAZAR PARIS, FRANCE
|
|
Idea Creation
|
ROMANCE Paris, FRANCE
|
|
PR
|
ROMANCE Paris, FRANCE
|
|
Production
|
GRAND BAZAR PARIS, FRANCE
|
Credits
| Vincent Bronsard |
INTERMARCHE |
Strategic and Operational Marketing Manager: |
| Camille Sassi |
INTERMARCHE |
Brand and Communication Manager: |
| Vincent Fièvre |
INTERMARCHE |
Brand and Communication Director |
| Augustin De Vulpian |
INTERMARCHE |
Advertising Manager: |
| Lucie Ducos |
INTERMARCHE |
Project Manager |
| Christophe Lichtenstein |
ROMANCE |
CEO |
| Alexandre Hervé |
ROMANCE |
Executive Creative Director: |
| Julien Rézette |
ROMANCE |
Copywriter and Art Director |
| Marie-Laure Dangeon |
ROMANCE |
Associate Director: |
| Thibault Loué |
ROMANCE |
Account Manager |
| Émilie Talpaert |
ROMANCE |
TV Producer |
| Valérie Raguenel |
ROMANCE |
Post-Producer |
| Katia Lewkowicz |
GRAND BAZAR |
Director |
| Laurent Tangy |
GRAND BAZAR |
Director Of Photography |
| Thierry Hoss |
GRAND BAZAR |
Editor |
| Sonia Philouze |
GRAND BAZAR |
Stylist |
| Clement Price-Thomas |
GRAND BAZAR |
Production Designer |
| Juliette Desmarescaux |
GRAND BAZAR |
Founder |
| Hugo Mérival |
GRAND BAZAR |
Executive Producer |
| Léa Villain-Barachet |
GRAND BAZAR |
Production Coordinator |
| Benjamin Biolay |
GRAND BAZAR |
Music Artist |
| Xavier Ducos |
THE |
Sound Producer |
Write a short summary of what happens in the film
The 3-minute film takes us into the daily life of a man who has lost his wife. When he chances upon an old recipe book, he decides to make a new dish with her secret recipe. That’s the start of a long quest for taste that will revive that will revive the memories of his one true love, like Proust’s infamous madeleine. The story is accompanied by the famous French singer Benjamin Biolay, who revisits Cole Porter's famous American standard "C'est magnifique".
Cultural / Context information for the jury
After having moved audiences everywhere with the 3-minute ad « L’amour l’amour » in 2017, Intermarché successfully re-awakened cherished childhood memories for the Christmas season with “J’ai tant rêvé” a year later, naturally creating high expectations for the next ads.
This unique advertising saga, which reflected the brand’s repositioning to focus on eating better, established Intermarché as a leader in growth in France ahead of all its competitors.
So, how to surprise people for the third time using the same ingredients : telling a big story that speaks to everyone, to the prism of the insight “we all have a reason to eat better” and and the brand's mission : help people to eat a bit better everyday ? Keep capitalizing on “love” as the previous film, this time focus on something no one in the world could avoid ; the path of recovery after losing someone we deeply love.
Tell the jury anything relevant about the direction. Do not name the director.
The director collaborated with the agency to write and re-write the script to make this story believable, not too dramatic and keep it related to the brand. Filming for advertising about death is touchy. Narrative details, casting, art direction and editing have been sensibly chosen in order to make this story touching and lively.