French retailer, La Redoute, was founded more than 180 years ago, and has weathered many storms. In the last five years, it has undergone a number of transformations aiming to become one of the top ecommerce site for fashion and home furnishings. The brand has worked with Fred & Farid since 2013, redefining its mission and targets.

In its new campaign, La Redoute wanted to underline the role it has played in families’ lives, generation after generation. That it provides the product solutions no matter what happens in a family’s life. The result is a three-minute blended family story (with hints of Ikea) about a teenager who has to come to terms with a new stepmum, and then a step-sister. La Redoute becomes the means through which the two women come together.

Director, Géraldine Nakache, had to walk a tightrope with faltering to give a classic story freshness, and more importantly, a flow that feels uncontrived. It was her first time directing a TVC. Underlining the emotive power of the story is the soundtrack, Une Minute, by French singer/songwriter, Pomme.

The spot is running on broadcast TV in France, as well as online.

Credits:

Agency: Fred & Farid
Chief Creative Officer: Fred & Farid
President & Executive Creative Director: Olivier Lefebvre
Art Director: Yann Rougeron
Copywriter: Yann Rougeron
Account Management: Séverine Autret, Olivia Abols & Grégoire Bazin
Social Media Lead: Anthony Bober
Agency Producer: Aurélien Mérigaud

Production Company: Quad Stories
Director: Géraldine Nakache
Producer: Sayde Bayrak
Assistant Producer: Valentin Gerardin
Cinematographer: George Lechaptois
Line Producer: Camille Lipmann

Post Production: Fix Studio
Post Producer: Claire Prudhomme
Editor: Dorian Rigal-Ansous
Colour Grade: Arthur Paux

Motion Designer: Youenn Denis
Music Production: Massive Music
Music Supervisor: Pierre Carnet
Sound Post Production: Benzene
Sound Post-Producer: Benjamin Desplanques

Client: La Redoute
Client Team: Amélie Poisson, Marie Guillemot, Maylis Lasagesse & Mélanie Dufour