Responses by David Philip, copywriter and Olivier Mularski, art director, TBWA\Paris
Background: For Le Chocolat des Français’s new ad and packaging campaign “Keep the Best in France,” we targeted people who love France, both people who live in France and tourists, and people who love art. The high-quality illustrations are the first things that hook and catch our audience’s attention.
Reasoning: Self-humor is the best kind of humor because it allows you to say things that everybody agrees on, but nobody dares to say out loud. It creates a refreshing relationship and a strong connection with the audience. This self-humor makes up the base for our strategy: making fun of France to invite people to only keep the best of this country, which includes Le Chocolat des Français bars and the positive clichés illustrated on the packaging.
Challenges: Selecting the artists for the project because France is full of really talented illustrators. It was sometimes heartbreaking to decide to not select this artist or that artist. But when we see the result and the chemistry we had with the seven chosen illustrators—Laurène Boglio, Hubert Poirot Bourdain, Simon Bournel-Bosson, Beatrix de Gevigney, Leonie Despres, Charlotte Molas and Clément Soulmagnon—we have a feeling that we made the right choices. They have all been amazing.
Favorite details: It will sound really “marketing centric,” but our biggest pride is that we were able to do something creatively crazy, while keeping the heart of the product in mind. The DNA of the brand is to work with many different artists, so the campaign had to reflect this diversity, while also keeping a common “frame” from one execution to another. The tab and ads were part of this frame. We are also proud of the audacity of our client. The brand has been open-minded and supportive during the creative process, which is key, because there is no good campaign without a good client.