Responses by TBWA\Paris
Background: Système U (U Shops), one of the top French supermarket chains, has been fighting for the last 20 years for a healthier, more local diet. Today, the brand wants to position itself as the number one brand for “local” items, while many competitors have just started talking about this topic. With this campaign, the brand showcases the origin of its products—meat, oysters, apples and eggs—in the most transparent way.
Reasoning: Système has always been communicating in a simple, understandable way. That’s why we had the idea of diverting the function of a traditional advertising board, and making it transparent, directly showing the farms of Système U’s partners, and the beef, eggs, apples and oysters that customers will see at their local Système U.
Challenges: We’re dealing with busy farmers and live animals, so we had to be quick, flexible, and non-invasive. On top of that, our transparent panels were a technical challenge in itself.
Favorite details: The simplicity of our campaign. It tells who Système U is in the simplest way without artifice, even in the wording: “Our oysters are from here”. By doing so, we stay true to who the brand is, and speak to the consumers in the same way we would speak to relatives.
Visual influences: The campaign we did for McDonald’s to make fun of Burger King with a giant panel indicating the next Burger King drive.
Time constraints: Because we had only a few days to design the panels and install them in the farms, we had to keep things as simple as possible. These panels look handcrafted. They come with their flaws, but this makes them 100 percent consistent with who Système U is: a rural brand that is definitely more “human-centric” than its competitors.