The Most Creative Campaigns, Brands
and Agencies in Retail

 
Supermarkets battled with fast food outlets for primacy, but a fake brand almost stole the show.

If you think retail is all about window displays and aisles, think again. Burger King and McDonald’s dominated this sector, with KFC also making an appearance. Leading the pack, though, was French supermarket Carrefour, which defied the law to sell fruit and vegetables grown from seeds “banned” by the EU thanks to the clout of the agro-chemical giants. It was almost as worrying as the “scary clowns” Burger King invited to its stores for free meals on Halloween, as a light-hearted jab at its competitor. But perhaps the most amusing act of vengeance was by Diesel, which stole a march on counterfeiters by selling fake merchandise, branded DEISEL, that turned out to be real.

Most awarded
campaigns, brands &
agencies in
Retail in 2018

Most awarded
campaigns, brands and
agencies in
Retail in 2018

CAMPAIGNS

Brand, Title, Agency
1
Marcel, Paris
2
LOLA MullenLowe, Madrid
3
Jung von Matt/Next Alster GmbH, Hamburg
4
ADK Taiwan, Taipei
5
Publicis New York
6
Grabarz & Partner, Hamburg
7
Ogilvy Hong Kong
8
We Are Unlimited, Chicago
9
DAVID, Miami
10
Jung von Matt/Alster, Hamburg
11
Ogilvy Hong Kong
12
Ogilvy Hong Kong
13
Åkestam Holst /NoA, Stockholm
14
We Are Unlimited, Chicago
15
TBWA\Thailand, Bangkok

BRANDS

Brand

AGENCIES

Name
1 Marcel, Paris
2 Ogilvy Hong Kong
3 LOLA MullenLowe, Madrid
4 Jung von Matt/Alster, Hamburg
5 TBWA\Thailand, Bangkok

Watch

TituloBlack Supermarket
Agência
Campanha Black Supermarket
Anunciante Carrefour
Marca Carrefour
PostedAgosto 2018
Sector Empresarial Grandes armazéns, supermercados
História Since the 1990s, Carrefour has fought for a more sustainable agriculture for the planet, farmers’ rights, and consumers’ health. But nobody knows it.;At the same time, as we were developing organic agriculture in France, we came against an insurmontable obstacle: the law. 90% of farmable varieties have already disappeared worldwide since the 20th century. Among the rest, only 3% are allowed. Why? Because an absurd European law forbids all « farmers’ varieties ». They would be tremendous assets for the development of organic agriculture. But only hybrid, pesticide-resistant seeds - patented by the agro-chemical industry - are authorized.
Tipo de Mídia Viral
Comprimento
Mais Informações https://www.lovethework.com/entries/509275
Advertiser Supervisors Philippe Thobie
Advertiser Supervisors Laure Lamoure
Advertiser Supervisors Jennifer Peyre
Creative Chairman Anne de Maupeou
Chief Creative Officer Dimitri Guerassimov
Chief Creative Officer Fabien Teichner
Creative Director Gaëtan du Peloux
Creative Director Youri Guerassimov
Copywriter Antonin Jacquot
Art Director Clément Sechet
Art Director Assistant Sophie Larivière
Digital Art Director Eulalia Bartolomeu
CEO Christian Verger
CEO Pascal Nessim
CEO Charles Georges-Picot
Account Supervisor Aurélie Fossoux
Account Manager Noëlla Neffati
Assistant Account Manager Olivia Baranes
Project Manager Claire Sioufi
CSO & Managing Partner Nicolas Levy
Strategic Planner Sarah Lemarié
Social Media Manager Julien Petit
Model Maker Mathieu Andrieu
Model Maker Karine Pouessel
Stunt Producer Corine Guedj
Producer Gaël Cheval
Production Manager Elise Gangneux
Photographer Eric Fenot
Director Edouard Le Scouarnec
Producer Manon Leurent
Production director Amine Ketem
Entrant Company CARREFOUR
Idea Creation MARCEL
Production PRODIGIOUS
Production ICONOCLAST
Production NIGHTSHIFT
Production GUM
Production DMBM
TituloScary Clown Night
Agência
Campanha Burger King
Anunciante Burger King
Marca Burger King
PostedAbril 2018
Sector Empresarial Retalho, distribuição e cadeias de restaurantes
História Everybody is afraid of clowns. Except for Burger King.To prove it, the king decided to face its fear and invite its scariest enemy for a meal. The message was simple: “Come as a clown, eat like a king.” During the night of Halloween celebrations, Burger King gave away a Whopper to everyone that came dressed as a clown.

You don't need to read Stephen King to think clowns are scary. As a way of defying the fear and teasing its main rival, Burger King offered a free Whopper to anyone who came dressed as a clown on Halloween. Scary Clown Night generated a vast array of costumes and some great PR too.
Tipo de Mídia Case Study
Comprimento
Pós produção
Director executivo criativo
Director criativo
Director criativo
Director criativo
Redator
Redator
Redator
Director de arte
Community Manager
Director de contas
Account Manager
Account Manager
Planeador estratégico
Communications Planner
Produtor da agência
Produtor da agência
Produtor da agência
Produtora
Realizador
Produtor executivo
Production Manager
Director de fotografia
Editor
Fotógrafo
Retocador digital
Música
Agência de Mídia
Public Relations Agency Weber Shandwick
Chief Creative Officer
Head of PR
Head of Brand Marketing
TituloThe most German supermarket
Agência
Campanha EDEKA VIELFALT
Anunciante EDEKA Zentrale
Marca VIELFALT KAMPAGNE
Data da primeira Transmissão/Publicação 2017
Sector Empresarial Grandes armazéns, supermercados
Filosofia German supermarket EDEKA is well known for its great variety of products. But in order to make a statement against racism they stopped offering it for one day. Instead they opened the most German supermarket ever. For just one day they banned all foreign goods and offered products made in Germany only. So that between empty shelves Germans could see for themselves what less diversity really looks like. After almost one year of preparation the shelves of one EDEKA market in Hamburg were finally emptied. Just one day later, on the 19th of August 2017, the most German supermarket ever opened its doors. Customers visiting the market were allowed to take pictures and videos while we were filming their reactions. Thanks to material shared by them the stunt went viral the very same day. Two weeks later, on the 31st of August, we published the video material shot during the stunt. By then people all over the world had already shared videos and photos on Social Media. News and magazines referred to our experiment and we became part of an on going worldwide discussion about racism and diversity. More than 117 articles were published on this subject worldwide. More than 10,000 posts were generated on social media, with an engagement of 328,000 users. Around 9,000 followers were reached on Twitter - around 9 million on Facebook. User shared the content over 30.000 times. Worldwide, the campaign reaches more than 105 million people. After the stunt EDEKA generated 18,000 new followers. We hope that this idea - just a week before the federal election in Germany - will make people think about the situation in Europe and open their eyes that diversity ist important for everyone of us. The case is relevant to media "use of stunt", because this stunt is a good example of an exceptionally staged idea with a relevant insight that concerns us all. The EDEKA target group consists a wide range of people. Mostly adults with a regulated income from the upper middle class. The aim was to reach precisely these people, as these also deal with political conflicts. The stunt should therefore take place in a supermarket to reach the typical clientele. In the expectation that the stunt would already virally spread by customers, small sings were placed in the market, to elucidate the event. Of course, everything was filmed by hidden cameras. One week later the online film was planned to go on air. Even before the online film, the stunt was already all over the news worldwide.
Tipo de Mídia Exterior
Comprimento
Production
Additional Company
Director executivo criativo
Managing Director
Creative Director
Account Director
Project Manager
Director de arte
Copy Writer
Director de arte
Director
Producer
Creative Director
TituloRhythm of Love Wall
Agência
Campanha Rhythm of Love Wall
Anunciante Uni 7-11 Csr
Marca 7-Eleven
Data da primeira Transmissão/Publicação 2017
Sector Empresarial Retalho, distribuição e cadeias de restaurantes
História Implementation;There's no interaction between the ordinary donation box and the donors, it's almost one-way. That is, the interaction will be finished after people donate the money.;The Rhythm of Love Wall broke this restriction, makes the donation box become an outdoor media which can interact with the consumer. People can receive the applause immediately after donating, in addition, 7-ELEVEN stands in great advantage with owning 5000 stores all over Taiwan, so the Rhythm of Love Wall toured across various key cities in Taiwan, and successfully reached everyone around the country, it effectively increases the participation.;Entry Summary;In Taiwan, everyone knows the meaning of “Rhythm of Love.”;However, to people from other countries, the clapping doesn't mean anything to them.;It is a well-known and most direct way to express encouragement to anyone to the Taiwanese people since their childhood. As a result, whenever people in Taiwan hear the clapping of Rhythm of Love, they will realize there’s someone doing a good deed which is worth to be encouraged.;Therefore we brought up an idea – “Every coin with love deserved a loving encouragement!”, we make people can receive the Rhythm of Love applause when they did a good deed. It not only successfully draws peoples’ attention across the whole countries but also created the buzz of “donating will receive encouragement.”;Brief Explanation;The traditional donation box is always presented as a box, it can’t make the sound and interact with the consumer neither.;The Rhythm of Love Wall donation box, which directly transformed the donation box into a new outdoor media. When people drop a coin into it, it will instantly give applause to them, communicate that helping people is a happy thing.;People can create their own clapping rhythm on the mobile website, and transmit back to the installation in the store immediately, and people can also make a donation online.;7-ELEVEN stands in great advantage with over 5000 stores all over Taiwan, make the Rhythm of Love Wall successfully reached to everyone and created a huge buzz while it just launched.
Filosofia PARTY New York and ADK Taiwan created a Robotic Clapping Wall for 7-Eleven Taiwan’s CSR campaign “Rhythm of Love”. The Robotic Clapping Wall is made of 12 pairs of mechanical hands and a donation box. Every time someone donates money into the donation box, the wall will react and start to clap, thus giving you an applause for your contribution.
The wall performs different clapping rhythms every time including user-generated ones. I designed a campaign website, which allows visitors to create and share their own clapping rhythm. These walls were exhibited at 7-Eleven stores across major cities in Taiwan for 2 months.
Tipo de Mídia Interatividade
Comprimento
Chief Creative Officer
Director criativo
Redator
Redator
Redator
Director de arte
Director de arte
Director de arte
Website Director
Realizador
Special Effects Company
Sound Production Company
Chief Creative Officer & Art Director Richard Yu
Creative Director & Art Director Kurt Lin
Copywriter Jean Shih
Copywriter Lisa Wang
Art Director Yuzen Lin
Account Executive Shika Hsieh
Account Executive Riley Hsia
Creative Director / Design Director Eiji Muroichi
Tech Director Qanta Shimizu
Senior Designer Shiny Lee
Creative Advisor Masashi Kawamura
Clapping Hand Tech & Design Direction Masato Takahashi
Production Director Chiao-Chun Su
Electronic engineer Ben Hsu
Installation production Yi-Hsuan Chu
Installation production Chi-Tsung Chen
Installation production Yvonne Chang
Programmer Chi-Chen Yang
Music Producer, Composer Yuuki Ono
Web Developer Yuma Murakami
Director Ou Chelun
Entrant Company ADK TAIWAN
Idea Creation ADK TAIWAN
Production PARTY NY
Production BYE BYE WORLD
Production 23 DESIGN
Production INNOCIRQUE
Production CHELUN OU FILM
Additional Company WONDROUS INC.
Additional Company MASUMASU
TituloDeisel: Go With the Fake
Agência
Campanha Deisel: Go With the Fake
Anunciante Diesel
Marca Diesel
Data da primeira Transmissão/Publicação 2018 / 1
Sector Empresarial Armazéns de roupa e acessórios
História During New York fashion week, a pop-up store opens selling "fake" Diesel clothing. The label is spelt DEISEL, even though the vendor insists it's all 100% genuine. People are sceptical but buy a few items anyway. At the end of the week Diesel reveals that the items with misspelled labels are indeed 100% genuine: and limited edition items at that. A fun way of hitting back at the counterfeiters while also generating valuable earned media.

Shoppers could have been forgiven for thinking that items of clothing with labels spelled DEISEL were fakes. The items went on sale at a pop-up store in New York during fashion week. Those who bought them were no doubt surprised to learn that they were genuine Diesel, launched by the brand as collectors' items in a snarky retort against the counterfeiters and a great way of grabbing some press coverage.
Tipo de Mídia Viral
Comprimento
Audio Record
Planeador estratégico
Creative Agency
Director executivo criativo
Director executivo criativo
Redator
Director de arte
Chief Production Officer
Produtor executivo
Business Manager
Director de contas
Director de contas
Director criativo
Director criativo
Digital Creative Director
Digital Creative Director
Social Media Manager
Client Services Director
Account Manager
Produtora
Realizador
Produtor executivo
Production Supervisor
Asst. Production Supervisor
Empresa de produção
Editor
Producer
Música
Música
Chief Creative Officer
Head of Social Media
TituloLoving "It"
Agência
Campanha Loving "It"
Anunciante Burger King
Marca Burger King
Data da primeira Transmissão/Publicação 2017
Sector Empresarial Restaurantes e comida rápida
Tipo de Mídia Exterior
Comprimento
Production Company
Advertising Agency
TituloDragster
Agência
Campanha Hot & Spicy
Anunciante KFC
Marca KFC
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Comida
Tipo de Mídia Imprensa e publicações
Chief Creative Officer
Director criativo
Director criativo
Director assistente criativo
Director de arte
Account Manager
Project Manager
Fotógrafo
Illustrator
Retocador digital
TituloThe Flip
Agência
Campanha International Women's Day 2018
Anunciante McDonald's
Marca McDonald's
Data da primeira Transmissão/Publicação 2018 / 3
Sector Empresarial Comida
Tipo de Mídia Viral
Comprimento
Chief Creative Officer
Chief Creative Officer
Chief Executive Officer (CEO)
Chief Delivery Officer
Chief Production Officer
Director executivo criativo
Director criativo
Director criativo
Director de arte
Redator
Redator
Director de arte
Director de arte
Redator
Videographer
Integrated Producer
Content Producer
Group Business Director
Group Business Director
Executivo de contas
Executivo de contas
Senior Social Strategy Lead
Senior Narrative Strategist
Associate Director Social Strategy
Network Partner
Executive Vice President
Chief Creative Officer
Director executivo criativo
Director de arte
Produtora
Produtor executivo
Realizador
Producer
Director Photography
Empresa de produção
Managing Partner
Chefe de produção
Produtor executivo
Senior Producer
Editor
Assistant Editor
Assistant Editor
Audio Post
Engenheiro de áudio
Efeitos especiais
Director criativo
Director criativo
Managing Partner
Managing Partner
Produtor executivo
Chefe de produção
VFX Producer
Colorist
Lead Flame Artist
Flame Assistant
Flame Assistant
Managing Partner
Vice President (VP)
Director criativo
Vice President (VP)
Director de contas
Supervisor de conta
Director de arte
Design
Director criativo
Director de contas
Senior Account Executive
Director de media
Associate Director
Associate Director
Social Media Supervisor
Social Media Expert
TituloGoogle Home of the Whopper
Agência
Campanha Google Home of the Whopper
Anunciante Burger King
Marca Whopper
PostedJunho 2017
Sector Empresarial Restaurantes e comida rápida
Tipo de Mídia Interatividade
Comprimento
Chief Creative Officer
Director criativo
Director assistente criativo
Director assistente criativo
Director de arte
Redator
Producer
Business Affairs Manager
Planeador
Planeador
Director de contas
Supervisor de conta
Supervisor de conta
Executivo de contas
Produção
Realizador
Produtor executivo
Director de fotografia
Producer
Empresa de produção
Editor
Assistant
Producer
Artist
Colorist
Lead Marketing Communications
Head of Brand Marketing
Junior Art Director
Managing Director, Head of Account Services
Junior Copywriter
TituloChristmas 2117
Agência
Campanha Christmas 2117
Anunciante EDEKA Zentrale
Marca Edeka
Data da primeira Transmissão/Publicação 2017 / 11
Sector Empresarial Grandes armazéns, supermercados
Legenda Without love, it's only a celebration
Legenda (língua original) One Liebe, es ist nur ein Fest
Tipo de Mídia Televisão
Comprimento
Produtora
Realizador
TituloHeroes
Agência
Campanha Hot & Spicy
Anunciante KFC
Marca KFC
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Comida
Tipo de Mídia Imprensa e publicações
Chief Creative Officer
Director criativo
Director de arte
Fotógrafo
Illustrator
Retocador digital
Director criativo
Account Manager
Director assistente criativo
Project Manager
TituloShuttle
Agência
Campanha Hot & Spicy
Anunciante KFC
Marca KFC
Data da primeira Transmissão/Publicação 2018 / 4
Sector Empresarial Comida
Tipo de Mídia Imprensa e publicações
Chief Creative Officer
Director criativo
Director de arte
Fotógrafo
Illustrator
Retocador digital
Director criativo
Account Manager
Director assistente criativo
Project Manager
TituloPee Ad
Agência
Campanha Where Life Happens
Anunciante IKEA
Marca IKEA
PostedJunho 2018
Sector Empresarial Drogarias, lojas especializadas
Tipo de Mídia Viral
Comprimento
TituloThe Flip - Women's Day 2018
Agência
Campanha International Women's Day 2018
Anunciante McDonald's
Marca McDonald's
Data da primeira Transmissão/Publicação 2018 / 3
Sector Empresarial Comida
Tipo de Mídia Imprensa e publicações
Managing Partner
Audio Post
Director executivo criativo
Produtor executivo
Managing Partner
Chief Creative Officer
Chief Creative Officer
Executive Vice President
Director executivo criativo
Chief Creative Officer
Produtor executivo
Director criativo
Director criativo
Managing Partner
Colorist
Group Business Director
Network Partner
Chief Production Officer
Producer
Director de arte
Chefe de produção
Lead Flame Artist
Director criativo
Managing Partner
VFX Producer
Editor
Assistant Editor
Chief Executive Officer (CEO)
Produtor executivo
Flame Assistant
Group Business Director
Senior Producer
Chefe de produção
Flame Assistant
Director criativo
Assistant Editor
Chief Delivery Officer
Associate Director
Associate Director
Director de arte
Redator
Redator
Director de arte
Director de arte
Redator
Videographer
Integrated Producer
Content Producer
Executivo de contas
Executivo de contas
Senior Social Strategy Lead
Senior Narrative Strategist
Associate Director Social Strategy
Realizador
Director Photography
Engenheiro de áudio
Vice President (VP)
Director criativo
Vice President (VP)
Director de contas
Supervisor de conta
Director de arte
Director criativo
Director de contas
Senior Account Executive
Social Media Supervisor
Social Media Expert
Empresa de produção
Efeitos especiais
Produtora
Director de media
Design
TituloThe Meeting
Agência
Campanha The All Nighters
Anunciante McDonald's
Marca Mcdonald's 24 Hour Restaurants
Data da primeira Transmissão/Publicação 2018
Sector Empresarial Comida
Tipo de Mídia Imprensa e publicações