FRED & FARID PARIS, Paris / MOBALPA / 2013
Despite an increase in media investments, Mopalpa saw its awareness decreasing in recent years.
To stand out in hugely competitive, yet very rational market, Mobalpa’s new communication platform had to transform its image from a purely functional brand to a more attractive, deeply emotional one.
Basically, we had to completely change Mobalpa: from being seen a “supplier of kitchens” to become a “better-living” brand, underlining the central role kitchen play in people’s homes and lives.
Written in a very emotional tone, our script is based on a simple insight: when you feel good in your kitchen, you don’t just use it for cooking… you live in it.
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