#REVERSIBLESTORY by Rosapark Paris for Garance

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Industry Against Cancer
Media Digital, Interactive & Mobile
Market France
Agency Rosapark Paris
Director Valérie Donzelli
Associate Creative Director Quentin Labat
Creative Director Gilles Fichteberg
Copywriter Louise Mussot
Creative Benedicte Morin, Yara Dalens
Producer Julie Matthieu
Released November 2017

Credits & Description

Campaign Title: #Reversible Story
Start date : 22 Novembre
Brand Management: Florence Chaffiotte, Nicolas Gobert, Stéphanie Jallet

Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco
Associate Director: Quentin Labat
Account Director: Bérangère Puch
Account Manager: Armelle Pissavy
Senior Strategic Planner: Alexandre Ribichesu
Creative Director: Gilles Fichteberg
Creative Team: Yara Dalens & Bénédicte Morin
Copywriter: Louise Mussot
TV Producer: Thomas Laurent
PR: Mélanie Colleou & Theda Braddock

Director: Valérie Donzelli
Producer: Julie Matthieu
Director of Production: Tom Bertrand
Sound Post-Production: Schmooze
Image Post-Production: Digital District

Garance is a lingerie brand which caters to breast cancer survivors, with the mission of helping women reconquer their femininity damaged by the disease.

This winter, French retailer Monoprix will be the first to sell Garance. Because they feel women who’ve had breast cancer-related operations should be able to find lingerie that respects their femininity, Monoprix is pledging to stock their shelves with the only French brand of lingerie and bathing suits tailored to their needs.

To announce the partnership, agency Rosapark created #ReversibleStory for Monoprix: the first reversible Instagram story.

Directed by Valérie Donzelli (« War Has Been Declared », « Hand in Hand »), #ReversibleStory portrays a woman relaying a disheartening breast cancer story. But, when the story is watched in reverse, it takes an unexpected emotional turn: a positive message, full of hope, which restores and strengthens women’s confidence in their future.

The story will be available on Monoprix’s Instagram account for 24 hours on Wed. November 22nd.

Garance is the first French brand to offer women a collection that reawakens their confidence and helps them through rehabilitation after battling breast cancer. The brand’s wireless lingerie and bathing suits have discreet specially-designed pockets for prosthetic breasts, and are made with high-quality European mesh and fabric for impeccable support.

Garance will be available online and in select Monoprix stores throughout France starting this November, and in all stores in summer 2018.