Monoprix - "Label of Love"

ROSA PARIS

ROSA PARIS Paris, France

Awards

35567

Brand: Monoprix
Country: France

Advertiser: Monoprix

Title	Label of Love
Agency	ROSA PARIS
Campaign	Label of Love
Advertiser	Monoprix
Brand	Monoprix
Date of First Broadcast/Publication	2017 / 5
Business Sector	Department Stores, Supermarkets
Tagline (original language)	Au coeur de votre vie depuis 85 ans
Story	French people are familiar with the amusing labels on goods from Monoprix stores. Here, a young boy cuts them up and turns them into messages for a girl he's got a crush on at school. She's obviously touched, but one day she disappears. Years later, at college, he see her again, and immediately dashes off to Monoprix. Better "latte" than never. Boy meets girl. Boy falls in love. Boy sends letters declaring his love. French retailer Monoprix puts its own spin on a classic love story, using the play-on-words, tongue-in-cheek slogans printed on its packaging. These jokes have become a beloved part of French pop culture over the years, making this TV spot really hit home for French audiences. So does love win? The viewers are left to decide: the brand created 13 alternate endings on a dedicated site.
Media Type	Television & Cinema
Length	254 seconds
Brand Director	Nicolas Gobert
Strategic Planning Director	Sacha Lacroix
Copywriter	Louise Mussot
Art Director	Cerise Leclerc
Marketing Director	Florence Chaffiotte
Strategy Director	Jean-Patrick Chiquiar
Chief Creative Officer	Gilles Fichteberg
Chief Creative Officer	Jean-Francois Sacco
Associate Director	Quentin Labat
TV Production	Adélaïde Samani
Strategic Planner	Alexandre RIBICHESU
Communications Director	Marion Denonfoux
Marketing Manager	Cosima Damas
Account Director	Bérengère Puch
Account Manager	Marine Dachary
Sound Production	Schmooze
Post Production	Mathematic
Production Company	Insurrection
Director	Thirty Two