Cannes Lions

Label of Love

ROSAPARK, Paris / MONOPRIX / 2017

Awards:

1 Gold Cannes Lions
2 Shortlisted Cannes Lions
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Overview

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Credits

Overview

Description

Our campaign launched with 4 minute film on TV and online. The film was about a boy who uses the Monoprix packaging to charm his sweetheart at school. He cuts out the puns from the packs and slips them into her locker. The official version of the film had a happy ending. Our idea was to allow lovers of the brand to use an online interface to change the ending.

Execution

People could choose from 13 different products, each leading to a different alternative ending. For example, if you choose a bag of roquette salad, a pun integrated into the packaging says: If you have a roquette, let’s play. The two stars of the ad then appear with table tennis rackets, and the ending becomes a table tennis duel. Or, on a bag of hamburger buns, the pun integrated into the packaging says nice buns. The girl takes offense and knocks the guy out.

Outcome

During the campaign in April and May, sales rose to equal those at the previous Christmas peak.

THE FILM

Total : 26.5 million views

Breakdown :

TV : 14 million

Cinema : 350 000

Display : 750 000

Social : 11.4 million views

THE DIGITAL EXPERIENCE

1.2 million views on social media

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