While shopping at Monoprix can be a pleasure, carrying groceries that are bought there all the way home is not. Titled “The Worst Song in the World,” this spot directed by the Traktor collective via Stink for Paris agency Rosapark showcases the advantages of having one’s hands free–in this case free of carrying groceries as Monoprix introduces a new customized delivery service.
We see a woman wearing headphones having to endure “The Worst Song in the World.” We see the band performing the song, which is an unwelcomed invasion of the senses. So why not turn off the noise? The camera reveals her hands are tied up carrying huge grocery bags so she has to listen to the song all the way through. Clearly, having your hands free changes everything. Better avail yourself of French grocery store Monoprix’s delivery option.
Credits
Client Monoprix Agency Rosapark Gilles Fichteberg, Jean-François Sacco, creative directors; Helene Boudin, copywriter; Thomas Laurent, TV producer; Quentin Labat, associate director; Sacha Lacroix, strategic planning manager; Alexandre Ribichesu, Sarah Herbain, strategic planning; Jeanne Neuschwander, head of digital strategies. Production Stink Traktor, director; Nico Poulsson, DP; Marine Garnier, producer; Guillaume Richard, production direction. Postproduction Firm Toby Ridgway, post producer. Editorial Yan Malcor, editor. Audio Post Schmooze Music Simon Davis, musical composition
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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