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This exquisite, historic house has been given a modern twist by new owners Jen and Shane – and is more than ready for Christmas!
Words: Ciara Elliott | Photography: .
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Le Chocolat des Français campaign
TBWA\Paris’s cheeky campaign for Le Chocolat des Français invites people to only keep the best of France through these gourmet chocolate bars.
Responses by David Philip, copywriter and Olivier Mularski, art director, TBWA\Paris
Background: For Le Chocolat des Français’s new ad and packaging campaign “Keep the Best in France,” we targeted people who love France, both people who live in France and tourists, and people who love art. The high-quality illustrations are the first things that hook and catch our audience’s attention.
Reasoning: Self-humor is the best kind of humor because it allows you to say things that everybody agrees on, but nobody dares to say out loud. It creates a refreshing relationship and a strong connection with the audience. This self-humor makes up the base for our strategy: making fun of France to invite people to only keep the best of this country, which includes Le Chocolat des Français bars and the positive