2019 Print & Publishing

APPLE

Short List
ClientAUCHAN RETAIL FRANCE
Category A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains
TitleAPPLE
Product/ServiceRETAIL SHOPS
Entrant SERVICEPLAN FRANCE Paris, FRANCE
Idea Creation SERVICEPLAN FRANCE Paris, FRANCE
Media Placement SERVICEPLAN FRANCE Paris, FRANCE
PR SERVICEPLAN FRANCE Paris, FRANCE
Credits
Name Company Position
Alexander SCHILL SERVICEPLAN GERMANY Global Chief Creative Director
Daniel PEREZ SERVICEPLAN FRANCE Chief Creative Officer
Dimitri GUERASSIMOV SERVICEPLAN FRANCE Chief Creative Officer
Fabien TEICHNER SERVICEPLAN FRANCE Chief Creative Officer
Ninon PERES SERVICEPLAN FRANCE Copywriter
Geoffrey POULAIN SERVICEPLAN FRANCE Art Director
Pierre GRIS SERVICEPLAN FRANCE Planner
Lydie BOCQUILLON SERVICEPLAN FRANCE Account Supervisor
Philippa CAVE SERVICEPLAN FRANCE Account Manager

Cultural / Context information for the jury

Over the past years, Europe has been hit by a series of food scandals. Today French consumers don’t know where their food comes from. Because behind the labels and words, it’s difficult to know the truth. And that’s the point: where does our food really come from and under which circumstances has it been produced ? That’s why Auchan, one of France’s leading retailers, created: The GPS Quality Label campaign. By creating our GPS Quality label, we have involved the consumers in the most personal and active way. By using GPS coordinates of production sites or QR codes, we made them check by themselves the origin of the products they were about to buy. Consumers were able to track the progress of marketed foods using Google maps and its street view functionality.

Translation. Provide a full English translation of any text.

APPLE: The “Golden d’Altitude” responsible apple is produced here: 45°23’10.2”N 1°06’27.1”E Guaranteed 100% natural, it undergoes no treatment after harvest and saves you from GMOs, preservatives and additives. And for those who only believe in what they see, just enter these GPS coordinates in your navigation toolbar or scan the QR code to check by yourself.