The brand Le Chocolat des Français is famous all around the world for its illustrated, colorful and fun packagings. Each bar shows the best symbols of France, illustrated by an artist. The brief was to create and promote seven new “Le Chocolat des Français” bars. The objective was to seduce tourists visiting France and convince them to go back home with “Le Chocolat des Français” bars as a souvenir.

Budget:

Illustrators: 5000 €

Media: 40 000 €

For one week, this campaign was visible in the International Airport of Orly on 48 screens, exposed to all the tourists landing in one of the main parisian airport. The tourists also saw indoor and outdoor posters of the campaign closed to the selling point of the brand near the Opera hood, one of the most touristic area of Paris. The campaign was also visible in the regional daily press.

We play on positive and negative clichés tourists have about France to invite them to only keep the best of France: “Le Chocolat des Français” and the positive symbols illustrated on its bars. Seven different illustrators, seven different styles with one common denominator: playful and gutsy treatment with a colorful palette, to create positive packaging that contrast with a negative background. The heart of the visual shows the bar with a positive cliché about France. When we look at the background all around the bar, we discover a negative cliché about France. A sticker on the bar invite tourists to “Only keep the best of France”: the “Le Chocolat des Français” bar and the positive cliché about France illustrated on it.

All the 7 illustrations were made by 7 different illustrators. We had to choose them in order to have really different styles from each other. All the drawings were handmade except for the colorisation.

We needed to have a packaging which is not just a part of the visual but also an independant illustration who fitted also with the background of the print campaign. All the bars have been wrapped handmade. Bars were available at the store of “Le Chocolat des Français”, and on their website.

The seven new bars have been sold in less than one week. The campaign also contributed to make the brand and its positioning even more famous and strong : a handmade crafted, fun and colorful brand, close to its target, with no fear to have self humour.