| 标题 | Fridge |
| 标题 (原始语言) | Réfrigérateur |
| 广告公司 |
BETC Paris
|
| 广告战役 |
Smarter consumption - Carrefour
|
| 广告主 |
Carrefour
|
| 品牌 |
Carrefour
|
| 首次发布日期 |
2004 / 12
|
| 行业领域 | 百货公司、超市
|
| 广告口号 | Smarter consumption, it's urgent |
| 广告口号 (原始语言) | Mieux consommer, c'est urgent |
| 剧情简介 | A press and poster campaign that draws on the symbolic power of the images and what they suggest: the future of the planet, BSE, les GMO, obesity…A clean simple, direct, almost frontal tone based on a militant signature: 'Smarter consumption, it's urgent'. |
| 哲学 | Take a strong stand that reflects Carrefour's long-term active commitment and that matches deep changes in consumer expectations. To do this, the agency proposed a direct serious and clear campaign, developed in two phases: an 'alert' phase in poster format to anchor the message, followed by a press phase aimed at explaining and asserting the brands commitment. |
| 问题
| Reaffirm and clarify the brand identity, European retail leader, renew trust in the brand, meet their concerns for transparency and environmental and ethical responsibility. |
| 媒体类别 |
平面
|
| 市场 | 法国 |
| 创意总监 |
Rémi Babinet
|
| 文案 |
Patrice Dumas
|
| 美术指导 |
Gérald Schmite
|
| 摄影师 |
Nicolas Descottes
|
| 客户主管 |
Elie Ohayon
|
