Awards » Cannes Lions » Lions Entertainment 2017

Lions Entertainment 2017

Award Type: Advertising Awards

We believe creativity is a force for business, for change and for good in the world. Established in 1954, Cannes Lions is a global campaign for creativity, with the International Festival of Creativity as its epicentre.

 

Lions Entertainment

21 - 22 June 2017

Final entry deadline: 20 April 2017.

Building brands in popular culture

The entertainment model is evolving. How entertainment is funded, distributed and consumed is changing rapidly. The future of entertainment is bright, but uncertain. Who will win and who will lose? Forward-thinking people from across the entertainment, commercial and creative communities are inventing new ways to leverage the power of popular culture to build brands. They represent talent and entertainment franchises as well as labels, studios, platforms and publishers. 

That’s why Cannes Lions launched Lions Entertainment in 2016. Across two days during the main Festival week, a new and different crowd gather in the Palais to discuss the creation of culture that has commercial impact. Inquisitive clients come to seek out partners with extraordinarily deep insight into how people live and shop, so they can use this knowledge to elevate their brands. Film producers, record label execs, TV commissioners, sports promoters and gaming entrepreneurs rub shoulders with global brands and a new breed of creatives.

Lions Entertainment 2017 Gold winners

#Laitdrolelavie

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Industry Supermarkets
Media Film, Digital, Interactive & Mobile
Market France
Agency Rosapark Paris
Chief Creative Officer Jean-Francois Sacco, Gilles Fichteberg
Associate Creative Director Quentin Labat
Art Director Cerise Leclerc
Copywriter Louise Mussot
Production Insurrection
Director Thirty Two
Released May 2017

Awards

Clio Awards 2017
Film Technique Product/Service: Direction Bronze

Credits & Description

Title: Label of Love
Category: Retail Services
Brand: Monoprix
Media: Film
Country: France
Advertising Agency: 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)
Art Director: Cerise Leclerc
Copywriter: Louise Mussot
Associate Director: Quentin Labat
Account Director: Berangere Puch
Account Manager: Quentin Barbaray
Art Buyer: Louise Bertin
Print Production: Justine Dudognon
Client Director: Jeanne Neuschwander
Social media manager: Clementine Roux
Crm Manager: Marie Abadie
Post production: Mathematic
Production House: Insurrection
Director: Thirty Two (Insurrection)
Production Company: Schmooze, Paris / Mathematic, Paris / Insurrection, Paris
Account Manager: Bérangère Puch (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)
Director: Thirty Two (Insurrection)
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)
Post-producer: Guillaume Audibet (Mathematic)
Producer: Helene Daubert (Insurrection)
Executive Producer: Xavier Doncel (Garage Films)
Production Manager: Benoit Roques (Insurrection)
Director Of Photography: Ray Coates (Insurrection)
Sound Mixer: Jean-Luc Verschelde (Schmooze)
Date: May, 2017
Description:
Beautiful love story, a daily dialogue, symbolized through packagings.
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.
Campaign Description:
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.