Title | THE CREAM |
Brand | INTERMARCHÉ |
Product/Service | INTERMARCHÉ |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
ROMANCE Paris, FRANCE
|
Idea Creation
|
ROMANCE Paris, FRANCE
|
Production
|
MIKROS IMAGE Paris, FRANCE
|
Production 2
|
THE Paris, FRANCE
|
Credits
Christophe Lichtenstein |
Romance |
CEO |
Alexandre Hervé |
Romance |
Executive Creative Director |
Yvan Hiot |
Romance |
Creative Director |
Adrien Plouard |
Romance |
Creative Director |
Clémentine Guillopé |
Romance |
Art Director |
Marie-Laure Dangeon |
Romance |
Associate Director |
Emilie Frank |
Romance |
Associate Director |
Sarah Holgado |
Romance |
Account Manager |
Antoine Groun |
Romance |
Account Manager |
François Coquerel |
- |
Photographer |
Pia Schneider |
Romance |
Print Producer |
Anne-Marie Gaultier |
Intermarché |
Marketing et Communication Director |
Vincent Bronsard |
Intermarché |
trategic and Operational Marketing Manager |
Camille Sassi |
Intermarché |
Brand and Communication Manager |
Vincent Fièvre |
Intermarché |
Brand and Communication Director |
Emilie Place |
Intermarché |
Advertising managers |
Augustin De Vulpian |
Intermarché |
Advertising Manager |
Laurence Carboneill |
Intermarché |
Advertising project manager |
Cultural / Context information for the jury
In 2019, to celebrate its 50th anniversary, Intermarché, the 3rd French food retailer, wanted to go beyond classic anniversary promotions usually practiced in the category and connect with its customers on a more in-depth emotional level.
The brand carried out an industrial prowess hand-in-hand with manufacturers by bringing back in-store French consumers’ favourite iconic products in their 70s packaging as well as all the happy memories that go with it. In a world evolving at break-neck speed, the brand made the choice to pause time and make people travel back in time in their “good old days”.
We’ve created a large set of print ads. Each ad tells in a particular narrative style a very specific story and memory linked to the product that every single French person can identify with. Moreover, each ad is rooted in French cultural references from the 70s that French consumers can connect with.
Translation. Provide a full English translation of any text.
You’re a seven-year-old with the feet of a grownup. Or rather the shoes of a grownup. Because you’re trying on your mum’s high heels.The adults are still having dinner so you’ve seized your chance to have a look through your mum’s wardrobe.You try on a mini skirt that comes down to your ankles and tie a scarf around your head, like you’ve seen in the magazines. You say, “Mirror, mirror on the wall…” but mum’s magic mirror doesn’t lie: you still look like a little girl. Maybe some make-up will help… You search through the bathroom as if it were a toy shop. Grey eyeshadow first, then a generous helping of eyeliner. You use mascara on your upper and lower lashes – because that’s how grownups do it. But you feel like you’ve forgotten something: cream! You pick up the pot sitting by the sink and take off the lid. It smells just like mum! It may be the first time you’ve “borrowed” your mum’s Nivea cream but it definitely won’t be the last…
Today, that jar of Nivea cream and the memories it brings back are only €3.70 at Intermarché.
To celebrate our 50th anniversary, iconic products from the past are now back in-store.
Intermarché