Auchan’s 60th anniversary
Auchan’s 60th anniversary is an opportunity to reveal the new brand platform that we’ve been working on with the teams since January 2021. A return to basics with the mission of making shopping a source of pleasure, carried forward by a new, well-meaning, positive tagline: “With pleasure”. This tagline underlines the brand’s unifying ambitions and thus reconnects with its original mission, that of bringing pleasure to all.
To embody its values and commitments, we have designed a brand platform that celebrates pleasure in all its forms.
Orès has created a new communication setting and a 360° media device. Directed by Ivan Grbovic, the campaign film illustrates a suspended moment during which pleasure becomes simple and within everyone’s reach. Sliding on his trolley through the shelves, our hero provides us with a fantasy experience close to a waking dream.
As with the brand’s two previous campaigns, this flagship film is rocked by the strains of Mr Sandman. The agency wanted to revisit Auchan’s sound identity by transposing this iconic track by the Chordettes into a new world.