La Boulangère Film #285Excuses by Glory Paris

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Industry Bread
Media Film
Market France
Agency Glory Paris
Creative Arnaud Le Bacquer, Hugues Pinguet
Production Raise Up Films
Released June 2017

Credits & Description

Client : La Boulangère
Marketing Director: Guillaume Chaussepied
Communication and Marketing Manager: Paoline Plaisance

Agency : Gloryparis
Creative Directors and founders: Arnaud Le Bacquer, Hugues Pinguet
Commercial Director: Jean-Baptiste Herman
Account managers : Fanny Kemp, Meriem Bouthiba
Art Directors: Gabriel Bonnefond, Romain Martineau

Indeed, women spend 2,5 times more time managing the home than men.
It is time to change mentalities and attitudes to a more equitable distribution of responsibilities between men and women at home.
It is on this basis that Gloryparis decided to devise a new device in collaboration with the media agency Repeat, the digital agency Digilowcost, the PR agency Marie-Antoinette and the production company Raise Up Films. Everyone in his field brings his stone to the edifice of this device (see credits below). To achieve the first stage of the launch, we have called on famous rugby players who have set the example on the social networks.
« We wanted an authentic and sincere tone. We looked for a great diversity of men and offered them the opportunity to express themselves in our advertisements. This is the first time a brand has set up such a device. »
Guillaume Chaussepied, Marketing Director at La Boulangère
The principle is simple. There are as many men as there are apologies. So every commercial is an opportunity for a man to apologise to his wife, right on TV, promising to change.
These are sincere and strong acts that engage men.
« How can we win the fight for women if we do not involve men. It is all the strategic and creative audacity of our approach. »
Hugues Pinguet and Arnaud Le Bacquer, founders of Gloryparis
First of all, La Boulangère is a brand close to women. It is a food brand that is part of millions of French people's daily life. It intends to move the lines and makes its contribution towards a better and more equitable world within the households, with innovative products, healthy and easy to prepare, but also as a brand conscious of its social responsibility.
How can we hope helping women without including men in this fight?
So, Gloryparis asked hundreds of men to apologise publicly on TV for not doing enough at home. And they do it with pleasure. For them it is difficult to admit this is wrong.
Nothing is more beautiful than a man who apologises. It is also a good mark of intelligence and a first step towards a change in favour of women.
The excuses and the way of formulating them are not invented and are specific to each one. Young people, the active, the retired, the Parisians, the provincials, each of the men, apologise with courage and with their own words.
« It's interesting to work on media such as TV
as we would imagine it on digital. That is a first for us. Virtuous transfers of audience between television and social networks should be taken into consideration. ».
Philippe Bonnel, President of Repeat
For a few weeks now, La Boulangère has increased its presence on social networks. Dozens of posts, as many first taking stance for women, more than 1M views in 1 week of videos on 3 emblematic French rugby players apologising with sincerity and humor ... La Boulangère is determined to make its fight exist everywhere and permanently.
La Boulangère launches the first opus of a new saga around its new brand signature :
« For La Boulangère, it is a brand signature that symbolises the entire obligation of the company and the brand. It is the symbol of our involvement in the medium term. »
Guillaume Chaussepied, Marketing Director at La Boulangère