A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
Product/Service
INTERMARCHÉ
Entrant
ROMANCE Paris, FRANCE
Idea Creation
ROMANCE Paris, FRANCE
Production
GRAND BAZAR PARIS, FRANCE
Production 2
THE Paris, FRANCE
Credits
Name
Company
Position
Christophe Lichtenstein
Romance
CEO
Alexandre Hervé
Romance
Executive Creative Director
Julien Rézette
Romance
Art Director
Marie-Laure Dangeon
Romance
Associate Director
Thibault Loué
Romance
Account Manager
Émilie Talpaert
Romance
Agency Producer
Valérie Raguenel
Romance
Post Producer
Katia Lewkowicz
Grand Bazar
Director
Laurent Tangy
Grand Bazar
DOP Lighting Cameraman
Thierry Hoss
Grand Bazar
Editor
Sonia Philouze
Grand Bazar
Stylist
Clement Price-Thomas
Grand Bazar
Production Designer
Juliette Desmarescaux
Grand Bazar
Producer
Hugo Mérival
Grand Bazar
Executive Producer
Léa Villain-Barachet
Grand Bazar
Production Coordinator
Xavier Benoist
THE
Sound Producer
Vincent Bronsard
Intermarché
trategic and Operational Marketing Manager
Camille Sassi
Intermarché
Brand and Communication Manager
Vincent Fièvre
Intermarché
Brand and Communication Director
Augustin De Vulpian
Intermarché
Advertising Manager
Lucie Ducos
Intermarché
Project Manager
Write a short summary of what happens in the film
We are into the daily life of an old man who has lost his wife. By accident falling into his wife's old recipe book, he decides to look for the taste of a dish that only she had the secret to. A quest for taste that will revive, like a Proust madeleine, the memory of the one he loved so much. This time it's Benjamin Biolay, with a cover of Cole Porter's famous American standard "c'est magnifique", that accompanies the emotion of this new chapter from The Better Eating saga of Intermarche.
This man is in search of the memory of a taste in order to find a second of eternity with the one who loves him. It's not a dish he's making, it's a journey.
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 reflects the brand’s repositioning to focus on eating better, established Intermarché as a leader in growth in France ahead of all its competitors.
So, we needed 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 the brand's mission : help people to eat a bit better everyday, Keep capitalizing on “love”, this time focus on something no one in the world could avoid ; the path of recovery after losing someone we deeply love.