France is the country that the rest of the world associates with elegance, seduction, sophistication and delicious food. It also means terrible traffic jams and both kissing and peeing in public to people. The irony is that both good and bad clichés make France irresistibly charming.
TBWA\Paris has used this paradox of positive and negative clichés about France in a campaign for Le Chocolat des Français, made of beautifully illustrated chocolate bar packaging and an ad campaign that highlights the brand’s values of authenticity and deliciousness.
The campaign, Keep only the best of France, also pays tribute to the life that everyone hopes to return to very soon. We’ve all become dreamers in the last twelve months.
The campaign’s gorgeous illustrations were created by artists, Beatrix de Gevigney, Clément Soulmagnon, Laurène Boglio, Hubert Poirot Bourdain, Leonie Despres, Charlotte Molas and Simon Bournel-Bosson. All of them were chosen for their varied, fine and creative universes, which perfectly match the brand’s style.
Client: Le Chocolat des Français
Client Team: Paul-Henri Masson, Matthieu Escande
Chief Creative Officers: Benjamin Marchal & Faustin Claverie
Copywriter: David Philip
Art Director: Olivier Mularski
Head of Account: Chloé Loison
The Arc de Triomphe: Beatrix de Gevigney
The boules / La pétanque: Clément Soulmagnon
The kiss: Laurène Boglio
The 2 CV: Hubert Poirot Bourdain
The terrace: Leonie Despres
The high heel: Charlotte Molas
The Moulin Rouge: Simon Bournel-Bosson