Title | HUMANITY'S FIRST QUEUE |
Brand | MONOPRIX |
Product/Service | MONOPRIX SUPERMARKETS |
Category |
G04. Social Behaviour & Cultural Insight |
Entrant
|
ROSAPARK Paris, FRANCE
|
Idea Creation
|
ROSAPARK Paris, FRANCE
|
Media Placement
|
BLUE 449 Paris, FRANCE
|
Production
|
PARTIZAN Paris, FRANCE
|
Production 2
|
SCHMOOZE Paris, FRANCE
|
Production 3
|
MIKROS IMAGE Paris, FRANCE
|
Production 4
|
FAMILY PRODUCTION Kiev, UKRAINE
|
Credits
Gilles Fichteberg |
ROSAPARK |
Co-founder Chief Creative Officer |
Jean-Francois Sacco |
ROSAPARK |
Co-founder Chief Creative Officer |
Jean-Patrick Chiquiar |
ROSAPARK |
Co-Founder |
Cerise Leclerc |
ROSAPARK |
Art Director |
Louise Mussot |
ROSAPARK |
Copywriter |
Antoine Bardou-Jacquet |
PARTIZAN |
Director |
Sacha Lacroix |
ROSAPARK |
Managing Director/Head of Strategic Planning |
Quentin Labat |
ROSAPARK |
Associate Director |
Lucile Wissocq |
ROSAPARK |
Account Director |
Justine Ducher |
ROSAPARK |
Account Manager |
Thomas Laurent |
ROSAPARK |
Agency TV Producer |
Sarah Herbain |
ROSAPARK |
Strategic Planner |
Jeanne Neuschwander |
ROSAPARK |
Head of Digital Strategy |
Calliste Garrabos |
ROSAPARK |
Community Manager |
Charlotte Giraud |
ROSAPARK |
Social Media Strategist |
Melanie Colleou |
ROSAPARK |
PR Co-ordinator |
Sophie Reine |
n/a |
Editor |
Khalid Tahhar |
PARTIZAN |
Producer |
Isabelle Labeylie |
PARTIZAN |
Production Manager |
Olivie Coulhon |
PARTIZAN |
First Assistant Director |
Marc Gomez Del Moral |
PARTIZAN |
Director Of Photography |
Alexandre Vivet |
PARTIZAN |
Production Designer |
Elise Bouquet |
PARTIZAN |
Costume Designer |
Annabelle Petit |
PARTIZAN |
Make-up artist |
Matthieu Sibony |
SCHMOOZE |
Sound Producer |
Grégoire Galian |
SCHMOOZE |
Sound Producer |
Sylvain Rety |
SCHMOOZE |
Sound Engineer |
Sébastien Gros |
MIKROS |
Post Production |
Jonathan Trebois |
MIKROS |
Post-Production |
Pascal Crifo |
BLUE 449 |
CEO |
Marion Haan |
BLUE 449 |
Deputy Managing Director |
Florence Mary |
BLUE 449 |
Senior Business Manager |
Fouad Hachani |
BLUE 449 |
Head of Brand Activation |
Florence Chafiotte |
MONOPRIX |
Head of Marketing, Digital & Innovation |
Nicolas Gobert |
MONOPRIX |
Brand & Image Director |
Stéphanie Jallet |
MONOPRIX |
Communications and Media Manager |
Write a short summary of what happens in the film
In prehistoric times, a homo sapien is cooking a giant mammoth chop on a grill in front of a queue of hundreds of hungry sapiens waiting to be served. Among them, one brilliant and very impatient sapien starts trying to push in. He comes up with various creative ways to move further up the line: setting light to someone’s hair, using a poisonous snake…. and then finally pretends to be pregnant. The others realize they’ve been tricked… and, furious, start beating him up. Cut to the present day, in a Monoprix supermarket. We see our hero shopping, using the “Skip the Line” app. He scans his products and pays for them with his smartphone, then leaves the store without having to stand in the checkout line. As he passes the other customers queuing up, we realize that they’re the same actors from earlier in the film.
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
Since the dawn of time, humanity has hated standing in line. People are always trying to come up with ways of moving up the queue and are prepared to do pretty much anything to get to the front, inventing highly creative tricks to do so. Everybody in the world will recognize themselves But the good news is that Monoprix has invented a great service: you can scan and pay for your items directly on your smartphones without going through checkout. So the queuing up is over.