| Title | Sheep |
| Title (original language) | Mouton |
| Agency |
BETC Paris
|
| Campaign |
Smarter consumption - Carrefour
|
| Advertiser |
Carrefour
|
| Brand |
Carrefour
|
| Date of First Broadcast/Publication |
2004 / 12
|
| Business Sector | Department Stores, Supermarkets
|
| Tagline | Smarter consumption, it's urgent |
| Tagline (original language) | Mieux consommer, c'est urgent |
| Story | A press and poster campaign that draws on the symbolic power of the images and what they suggest: the future of the planet, BSE, les GMO, obesity…A clean simple, direct, almost frontal tone based on a militant signature: 'Smarter consumption, it's urgent'. |
| Philosophy | Take a strong stand that reflects Carrefour's long-term active commitment and that matches deep changes in consumer expectations. To do this, the agency proposed a direct serious and clear campaign, developed in two phases: an 'alert' phase in poster format to anchor the message, followed by a press phase aimed at explaining and asserting the brands commitment. |
| Problem | Reaffirm and clarify the brand identity, European retail leader, renew trust in the brand, meet their concerns for transparency and environmental and ethical responsibility. |
| Media Type |
Print
|
| Market | France |
| Creative Director |
Rémi Babinet
|
| Copywriter |
Patrice Dumas
|
| Art Director |
Gérald Schmite
|
| Photographer |
Nicolas Descottes
|
| Account Executive |
Elie Ohayon
|
