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Humanity's First Que

Industry: Retail & Distribution
Media:TV & Cinema
Style: Minimalism
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.
Production Company:
The One Show 2019
Merit Film
Social Behaviour & Cultural Insight
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