Title | Pumpkin |
Title (original language) | Citrouille |
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
|