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Label of Love

basics
Industry: Retail & Distribution
Media:TV & Cinema
Market:France
Style: Minimalism
descriptioncnen
Strategy

Monoprix is part of pop culture in France. To continue to play this role, they need to do work that is bigger than advertising. That’s why this time, to celebrate their 85 years, we decided to make a short film that summarises the values of the brand.
Outcome

THE FILMTotal : 26.5 million views Breakdown :TV : 14 millionCinema : 350 000Display : 750 000Social : 11.4 million views THE DIGITAL EXPERIENCE1.2 million views on social media
Relevancy

This work is relevant for entertainment lions because it is a 4 minute short film with a vision beyond advertising.
CampaignDescription

The film is about a young boy who falls in love with a girl at school. Instead of writing her love letters, he takes a less traditional approach. He cuts out the jokes from Monoprix packs at home, and then slips them into her locker at school. For example, he finds a pack of heart shaped biscuits. The joke on this pack reads: Little Hearts: perfect for making hearts melt. He cuts this out and slips it into her locker.
Synopsis

French Supermarket Monoprix is famous for the jokes on their packaging. The Monoprix jokes use the names of the products themselves as the basis for witty wordplay. Dad jokes, we could call them. To celebrate their 85th birthday, Monoprix wanted to do more than an advertising campaign. They wanted to celebrate the way that these jokes have become part of French popular culture.
Execution

A boy falls in love with a girl at school. Instead of writing her love letters, he takes a less traditional approach. He cuts out the jokes from Monoprix packs at home, and then slips them into her locker at school. For example, he finds a pack of heart shaped biscuits. The joke on this pack reads: Little Hearts: Perfect for Making Hearts Melt. He cuts this out and slips it into her locker, along with many others. He continues giving her these cut-outs from the packaging, but one day he arrives at school to discover that she has moved away. Cut to ten years later. He is now at university. A beautiful woman opens her locker and a shoebox falls onto the ground, spilling a collection of Monoprix jokes. He runs to a Monoprix and finds one final joke on a packet of instant coffee: Better Latte Than Never.
credit
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Other credit:Entrant Company: ROSAPARK, Paris, France
Co-founder Chief Creative Officer, Jean-Francois Sacco, ROSAPARK
Co-founder Chief Creative Officer, Gilles Fichteberg, ROSAPARK
Co-founder, Jean-Patrick Chiquiar, ROSAPARK
Managing Director/Head of Planning, Sacha Lacroix, ROSAPARK
Strategic Planner, Alexandre Ribichesu, ROSAPARK
Associate Director, Quentin Labat, ROSAPARK
Sound Design Producer, Matthieu Sibony, Schmooze
Agency TV Producer, Adelaide Samani, ROSAPARK
Project Manager, Marine Dachary, ROSAPARK
Account Director in charge of social media, Jeanne Neuschwander, ROSAPARK
Social Media Manager, Clémentine Roux, ROSAPARK
CRM Manager, Marie Abadie, ROSAPARK
Head of marketing, Florence Chaffiotte, MONOPRIX
Brand Director, Nicolas Gobert, MONOPRIX
Head of media, social media and brand content, Stéphanie Jallet, MONOPRIX
Head of PR and Communications, Marion Denonfoux, MONOPRIX
Sound Mixer, Sylvain Rety, Schmooze
Executive Producer, Xavier Doncel, Garage Films
Production Manager, Benoit Roques, Insurrection
Sound Mixer, Jean-Luc Verschelde, Schmooze
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Creative Effectiveness
Single Country Creative Effectiveness
D&AD 2018
Wood Pencil Art Direction
Art Direction for Film Advertising
The One Show 2018
Merit Branded Entertainment
Online / Long Form - Single
Cannes Lions International Festival of Creativity 2017
Gold Entertainment
TV & VOD: Fiction under 15 minutes
Cannes Lions International Festival of Creativity 2017
Shortlist Film
Short Fiction Film (under 10 minutes)
Cannes Lions International Festival of Creativity 2017
Shortlist Film Craft
Script
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