| Título | Fridge |
| Título (Lengua original) | Réfrigérateur |
| Agencia |
BETC Paris
|
| Campaña |
Smarter consumption - Carrefour
|
| Anunciante |
Carrefour
|
| Marca |
Carrefour
|
| Fecha de primera difusión/publicación |
2004 / 12
|
| Sector Empresarial | Grandes almacenes, supermercados
|
| Lema | Smarter consumption, it's urgent |
| Lema (Lengua original) | Mieux consommer, c'est urgent |
| Sinopsis | 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'. |
| Filosofía | 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. |
| Problema | Reaffirm and clarify the brand identity, European retail leader, renew trust in the brand, meet their concerns for transparency and environmental and ethical responsibility. |
| Medio |
Prensa y publicaciones
|
| Mercado | Francia |
| Director creativo |
Rémi Babinet
|
| Responsable de conceptos / redactor |
Patrice Dumas
|
| Director artístico |
Gérald Schmite
|
| Fotógrafo |
Nicolas Descottes
|
| Ejecutivo de cuentas |
Elie Ohayon
|
