British directorial duo Thirty Two–via production house Insurrection–teamed with Paris agency Rosapark on this four minute film, “Label of Love,” celebrating the 85th anniversary of Monoprix, the retailer that sells food, household items, decoration and clothing. At the heart of cities throughout France, Monoprix has developed into a part of daily urban life. To mark the occasion, the retailer didn’t want to focus on its history so much as its valuable relationship with its customers.

The online short follows a young boy and girl whose destinies cross paths thanks to the words found on the iconic Monoprix packaging. It starts with the lad constructing messages from the packaging and slipping them into the locker of the lass at school. A bond forms though the girl does not know the identity of her admirer. But one day, the girl’s family leaves town and the budding romance comes to a halt. Years later, though, there’s an unexpected reunion–and we see that the messages from packaging have had a lasting impact.

Credits

Client Monoprix Agency Rosapark, Paris Gilles Fichteberg, Jean-Francois Sacco, co-founders in charge of creation; Jean=Patrick Chiquiar, co-founder in charge of strategy; Sacha Lacroix, general director-strategic planning; Quentin Labat, associate director; Louise Mussot, copywriter; Cerise Leclerc, art director; Alexandre Ribichesu, sr. strategy planner; Adelaide Samani, TV producer. Production Insurrection Thirty Two, directors. Postproduction Mathematic Sound Production Schmooze Music Big Star’s “Thirteen”

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