2019 Print & Publishing

THE CREAM

Short List
ClientINTERMARCHÉ
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
TitleTHE CREAM
Product/ServiceINTERMARCHÉ
Entrant ROMANCE Paris, FRANCE
Idea Creation ROMANCE Paris, FRANCE
Production MIKROS IMAGE Paris, FRANCE
Production 2 THE Paris, FRANCE
Credits
Name Company Position
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