Agency (city): Havas City Paris Creative Director(s): Florence Bellisson Copywriter(s): Dominique Marchand Art Director(s): Jean-Michel Alirol, Pierre Boutin Illustrator(s): Baptiste Massé Design Conception: Cleo Charuet Designer: Arnaud Deroudilhe Account Supervisor: Charlotte David Account Supervisor: Anne-Cécile Galloy Account Supervisor: Aurélie Fossoux Art Buyer: Chloé Bartoletti Art Buyer: Virginie Moitessier Short explanationMonoprix is France’s leading city center supermarket chain for all the needs of daily life.
With the recession a sense of gloom has pervaded people’s day-to-day lives. Our answer to this was optimism, a rejection of the ordinary and an injection of magic into the everyday. Our message was that Daily Life should never be routine. Let the product be the ad campaign!
Our idea was to create a sensation using the product itself as the advertising medium. 2000 different packagings were created to give more visibility and a refreshing impact to Monoprix’s daily products: They are not shown, but exclusively named on their packaging in big capital letters creating a clear and graphic design.
Over 12000 posters appeared either in shop windows or as outdoor billboards all across France. A central poster, pillar of the campaign, sets the ‘Not your everyday everyday’ message. It is surrounded by 4 ‘duos’ of posters a teaser expressing Monoprix’s messages in its colourful and eye-catching bayadere style, the other showing the new packaging.
Clearly inspired by Pop Art, we chose a colourful and militant look that is both straight and cheerful. The design highlights Monoprix's message: daily life should be beautiful and fun.
The campaign was a huge success with articles in the press and on the web and hundreds of reactions on social networks. DescriptionMonoprix is France’s leading city center supermarket chain for all the needs of daily life. | 
