Bruno Decharme
Director at Ideal Corp
Paris, France
TitleExpress Cook Rice 5 Minutes
Title (original language)Riz Cuisson Express 5 Minutes
Agency
Campaign Express Cook Rice 5 Minutes
Advertiser Rivoire et Carret - Lustucru
Brand Lustucru
Date of First Broadcast/Publication 2000 / 7
Product Rice
Product (original language) Riz
Business Sector Rice, Pasta, Dehydrated Vegetables & Cereals
Tagline Beautiful love token
Story Beauty challenges the kitchen hands by giving them 5 minutes to prepare rice. They rush to do so, presenting her with delicious rice, cooked in the alloted time. She likes it so much that she asks for more.
Philosophy Give a magical dimension to Lustucru rice, underlining both the gourmet and the express cook aspects
Philosophy (original language) Donner une dimension magique au riz Lustucru, en soulignant à la fois l'aspect gourmet et la cuisson rapide.
Problem Launch the new express cook Lustucru rice, underlining the fact that it is better than others- a gourmet rice that takes only five minutes to cook, as apposed to other express cook rices, that take ten minutes.
Problem (original language) Lancer le nouveau riz cuisson express de Lustucru, en soulignant le fait qu'il est meilleur que d'autres - un riz gourmet qui est cuit en seulement 5 mn, comparé à d'autres riz cuisson rapide qui cuisent en 10 minutes
Media Type Television
Length
Creative Director
Copywriter
Art Director
Agency Producer
Director
Production Company

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