There has been a number of young love ad stories lately, but the world has an insatiable passion for the ardour of young love (Romeo & Juliet has had a billion rebirths) and it really does work for a brand to play the protagonist in one.
Rosapark has made Monoprix very much the protagonist in its love story, for the retailer’s 85th anniversary. Monoprix, a retail chain for food, household items, decoration and clothing, is one of the more prominent brands in France.
For its anniversary campaign, the retailer didn’t want a conventional history campaign. It wanted to focus more on its valuable relationship with its customers.
It is known for the signature packaging of its generic products. Easily recognisable, the pop art inspired packs feature each product’s name on labels as a play on words.
The packaging labels are so iconic in France that in 2016, Monoprix and Rosapark created a sticker app, Monojis, that was downloaded over 25,000 times in its first month. For nearly a week, it was even the most popular download in stickers category the French Apple store, beating out Mario.
And it is these labels that play a key role in the four-minute film, featuring a young boy who uses the brand’s labels to deliver messages to his crush.
Label of Love was shot with 35mm film, directed by British duo, Thirty Two, The pair have made their name through their music documentaries, Shut Up and Play the Hits with LCD Soundystem and No Distance Left to Run, featuring Blur.
The film’s music is Thirteen, released by the group, Big Star, in 1972, which was named one of the 500 greatest songs of all time by Rolling Stone.
Label of Love was released May 10 and was viewed more than 1.75 million times in less than 24 hours.
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