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    Awards: CANNES LIONS FESTIVAL Gold Lion - Promo & Activation Gold Lion - Direct Gold Lion - Direct Silver Lion - Direct Bronze Lion - Promo & ac… Read More
    Awards: CANNES LIONS FESTIVAL Gold Lion - Promo & Activation Gold Lion - Direct Gold Lion - Direct Silver Lion - Direct Bronze Lion - Promo & activation Advertising Agency: Marcel Worldwide Chief Creative Officer: Anne De Maupeou Executive Creative Director: Dimitri Guerassimov Creative Director: Julien Benmoussa Copywriters: Julien Benmoussa, Gaëtan Du Peloux, Youri Guerassimov Copywriter Films: Sergio Alonso Art Directors: Youri Guerassimov, Gaëtan Du Peloux, Anaïs Boileau Art Director Films: Sebastian Piacentini Account Supervisors / Account Managers / Project Managers: Blandine Mercier, Lou De Keyzer, Noëlla Neffati Strategic Planning: Guillaume Le Gorrec, Leoda Esteve Production Company: Prodigious Global Print Managers / Art Buyers: Jean Luc Chirio, Soone Riboud Producer: Justine Beaussart / Prodigious Photographer: Patrice De Villiers Retouching: L’asile Paris Production Company: Indaprod Directors / Editors: Cédric Dubourg, Yacine Saadi Editor: Mikael Arslanyan / Prodigious Sound Producers: Clémens Hourrière, Boris Jeanne / Prodigious Read Less
    Published:
A GLORIOUS FIGHT AGAINST FOOD WASTE.
To fight against food waste, Intermarché, the 3rd largest supermarkets chain in France, decided to sell (30% cheaper) the non-calibrated and imperfect fruits and vegetables: "the inglorious fruits and vegetables". For people to realize that they were just as good as the others, Intermarché designed and distributed inglorious vegetable soups and inglorious fruit juices.

To promote this new line of products, Intermarché launched a massive global campaign to celebrate their "inner beauty". We used TV, print, billboards, radio, PR, POS, Intermarché catalogs and social media platforms. Finally, we used tasting as the ultimate tool by distributing inglorious vegetable soups and juices in stores.​​​​​​​

As part of the campaign, I was in charge of developing the following film campaign:

The French TV channel CANAL+ even made a parody of the campaign featuring the French president in their show "Les Guignols".