Promarché - now in back to school mode. Actually this is too subtle - pack to school. Sure the apple as earth globe and the pain de pie as cover of the backpack gives it away a bit more, but the smartness is there. Perhaps it is a case of blink and you'll miss it, but I love how this turns out to be. Well in the end the message is clear, creative and hopefully easily readable on the highway as cars speed by.
Well, Promarché is widening its footfall. From a recent opening in Antelias, now comes Adma hot on its heels. Now, Adma is quite a well to do suburb that is for sure, but Promarché is not starting in some barren land. As a matter of fact there is a huge competition there - many supermarkets already entered the area and secured large chunks of clientele. So Promarché has some very tough terrain to climb. But who knows, with its fresh produce promises, its many a high end merchandises perhaps Promarché was the niche brand Adma did not know it needed. Still, the ads cannot be hidden from the "We're landed" to the inviting "Adma let's go"... A call to action without being too overt or too cheapo. Just what Adma might like.
Ah! Joefish helps Promarché pull a good one. Well, sorry if the image above spoils the fun, but the original idea does the supermarket a good service. Actually it starts off... at dinner. A family gathers over dinner, with the usual family banter - a full table, convivial hosts, the patriarch and matriarch of the family, the embarrassed son and his wife, the stereotypes... and the missing daughter... Who shows up with a dessert. Only to find that all the double-entendre was actually because they felt so much at home, at Promarché... Because "home is where you feel at home". The cast is very fitting, everyone is natural, the setting works until the ultimate reveal, and yes, it does work within its context. At the end of the day, Promarché is a supermarket... which goes back to one of the characters saying "what? you think am a supermarket?". See the ad here.
Deodorant? Lettuce? Cheese? Well, look who's talking now! (and no, not the film). So Promarché with the help of Joefish flipped the angle - what if products told the story and not the other way around. Interesting view so why not? The OOH campaign could not convey the exact build up but still managed with one still shot to transmit the idea of here's looking at you! But you'll have to be more open.... minded. Or open for more freshness and tastiness, because you never know when the right product will end up bagging you, not the other way around!