Holiday Campaign Interview: #NoëlEnsemble

"The initial objective was to have a strong presence during the festive period by communicating the values of Système U: proximity, humanity, responsibility and so on."

 

Luc Bourgery
Vice President TBWA\GROUPE, Boulogne-Billancourt
In a few words, tell us about your role in the creation of "#NoëlEnsemble"

 

Our starting point was the concept “commerce that benefits everyone”, which we initiated in 2011. This time we focused on the notion of proximity to our customers even further. It’s our role as an agency to watch over the positioning of the brand and how it expresses itself on every platform.
What was the original brief for this campaign?
The initial objective was to have a strong presence during the festive period by communicating the values of Système U: proximity, humanity, responsibility and so on. Above all, it was to do this in a touching way.
What inspired you to approach the campaign this way?
The UK supermarket Sainsbury's films have inspired us for years!
How difficult was it to sell the idea to Système U?
Not hard, because this fairytale, represented the spirit of the people at Système U. I mean that the customers of Super or Hyper U stores, as well as the people who work there share the same ideas everyday.
What was the biggest challenge you faced during the process?
Finding a store that would enable us to bring the project to life. After all, a three day shoot presents certain constraints. We shot at the Super U in Saint-Père sur Loire, and I particularly want to thank the associate at the store, Madame Aubé.
What did you learn from the experience?
Everything you see in this film is possible; all the elements of the décor and/or the situation come from the store. In fact everything comes from U except the lobster (see below!).
What’s a “behind the scenes” story that only you know about?
In the beginning of the film the voice in the store is of Madame Aubé herself, and the lobster (our third character) is animatronic!
What is your favorite holiday campaign of all time?
Ours of course – but apart from that, the 2014 film Christmas Is For Sharing from Sainsbury’s.

 

Luc Bourgery
Vice President TBWA\GROUPE, Boulogne-Billancourt