A MONTH OF IDEAS - APRIL 2016 by the Strategic Planning of Brand Union Paris 1 month, almost 30 days of good ideas, funny things, beautiful pictures or brillant initiatives that triggered our attention and that we wanted to share with you... See you next month.

1. a month
of ideas#Avril 2016
#BRANDUNIONPARIS
Sport
Free
Waste
Robot
Coffee
Humour
Victory
Equality
Technology
Food
Performance
Sugar
Smartphone
Travel
Beauty
Kitchen
Packaging
Virtual Reality

2. 2
MEET YOUR FOODY SOUL MATE
According to a study made by the famous
newspaper the Guardian, more than 30% of the
worldwide food production is wasted. In Sweden,
Lantmännen, an agricultural cooperative, with the
help of McCann, launched “Restdejting”, a no waste
dating site. The offer is very simple: singles have
difficulties to cook only for one person so that
website allows people who have to much food on
their fridge to share a meal someone else and more
if they wish.
This initiative seems very relevant to raise awareness
without making people feel guilty, all the more so the
website is not exclusively open to singles.
Lantmännen – Restdejting
http://bit.ly/1SaYMK3
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

3. 3
A PIECE OF EQUALITY?
In Romania, more than in other countries,
inequalities between men and women are strong.
Paul, in order to raise awareness, launched a series
of cakes called « Bittersweet pies ». We can see, on
them, statistics that highlights those inequalities. 5%
of their revenues will be donated to Filia Foundation,
which main goal is to reduce those inequalities by
preparing women to modern professions.
This initiative from Paul is very surprising but shows
really its role as a responsible and social brand. That
echoes to another initiative from MTV which made a
clock that rings when incomes inequalities between
men and women are too strong. A further proof of
the commitment of brands…
Paul – Bittersweet pies
http://bit.ly/1WHRZ0b
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

4. 4
FOOD FOR THOUGH
Work or surf on Internet, life is all about choices…
apparently lots of Romanians students have chosen
the second option and have the lowest success rate
at their final high school exam. KFC found an
ingenious solution to help them. In deed the brand,
offered free wifi only for students who have the good
answers to questions related to their exams.
With this operation, KFC found a brilliant solution to
incite students to stay more time into their
restaurants and so at the end to consume more. The
brand helps them in a very important of their lives
and so reinforces its images of a young, accessible
and friendly brand. Brand have they a future role to
play in education?
KFC – KFC wifi test
http://bit.ly/1T0UMCw
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

5. 5
ZERO CLICK TO GET YOUR PIZZA
To simplify our way to order pizza, Domino’s created
the application “Zero Click”. You just have to
download it and create your account whithout
forgetting to add your favorite pizza. Then, each
time you open the app, it commands your favorite
pizza and it will be delivered directly to you.
According to Adweek, over 50% of Domino’s sales in
the US came from digital channels. A significant item
that encourage Domino’s to innovate. After the
order by emoji, the brand continues to surprize us in
the customer service
Domino’s – Zero Clic
http://bit.ly/1VzqRjp
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

6. 6
LESS SUGAR FOR FRENCH PEOPLE
French consume too much sugar (70g per day),
Intermarché and Marcel agency decided to find a
solution. So to help French people to consume less
sugar, the brand imagined a “sugar detox”: a range
of products in individual portion with a rate of
declining sugar jar after jar. To launch this concept,
the compagny choose an iconic product: a
chocolate cream dessert.
The goal is to eat the 6 desserts in 6 days respecting
the order: first day you must eat -5%, then -10% etc.
Intermarché demonstrates that they are able to
adapt theirselves to new challenges of society with
innovative ideas.
Intermarché – Less sugar
http://bit.ly/23hFv1p
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

7. 7
MAGNUM CONCEPT STORE
In France, the brand challenges your temptation by
installing a concept store in Paris in the heart of the
Marais. After Amsterdam, Singapore, Florence,
London or Sydney, it is now the turn of our beautiful
capital to host this ephemeral store.
From April to September, visitors are invited to
rediscover the different ice creams of Magnum
brand but with a creative touch. You can create your
own Magnum ice and of course share it on social
networks with the hashtag #magnumparis
Magnum – Concept Store
http://bit.ly/1TbcwHX
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

8. 8
#NIGHTASSISTANCE
To respond to a problem that affects mainly 18-25
years, Granola and Marcel did a funny operation. As
the title, the #NightAssistance goal is to deliver,
between 22h and 04h and in 10 cities in France, the
new chocolate bar of the brand.
Here Marcel create again a crazy campaign which is
missing in the French market. It does not require the
idea of the century and a budget of several million
euros for a campaign that works. Just from a strong
insight to the with activation Granola and Marcel
suceed again.
Granola – #Nightassistance
http://bit.ly/1Y7Ghei
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016
§ Video

9. 9
WE SAVE LIVES
In order to reach awareness around driving drunk,
the charity We Saves Lives launches the “reflexion
from inside”. This campaign in the United States is
pretty surprizing. A video screen is hidden in a mirror
in the bathroom of a bar. When a customer is in front
of the mirror, the screen shows a live video
connection with a prisoner. Kris Caudilla, sentenced
to 15 years in prison because of a car accident under
the influence of alcohol. He tried to convince them
to not take theirs cars in order to avoid the same
mistake.
Here is an original way to raise awareness to this
cause. Doing it in bathroom, a time when we are
particularly receptive and where we can see that we
have drink maybe a little bit too much, is pretty
smart and efficient.
We Save Lives – Reflections from inside
http://bit.ly/1SNczaX
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

10. 10
IT’S IMPOSSIBLE
The number of accidents related to the use of the
smartphone while driving are increasingly frequent,
many brands and organizations launch campaign
"do not text and drive" to educate drivers. Are you
really able to do things at once? According to a
study, 98% of people are not multitasking and can
not carry several actions simultaneously. On this
idea, the automaker Honda has created a series of
spots featuring different people trying somehow to
cut hair, cook pancakes or do sport while sending
texts on their phone ...
The result is clear, you can not write a message or
watch Snapchat and stay focus on another action ...
Now imagine the damage this could cause in a car…
Honda – Two things at the same time
http://bit.ly/1WSGzqY
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

11. 11
FROM RAGS TO RICHES
Sometimes, even a small act can changes everything
and it has never been so true wit the project
«Change Please» organized by FCB Inferno with the
Big issue magazine. In deed, the project consisted in
helping homeless in London in order that they
become professional Baristas.
It was a great success, Change Please sold more
than 78 000 coffees and hired 12 homeless. The
agency is even in discussion with an English
distributor to sold these coffees on shelf. This action
is a concrete proof that poverty can be solved with
very simple solutions and shows the expertise of the
agency. A win-win action!
Change please & The big issue – A true story about
change
http://bit.ly/1SNcELA
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

12. 12
A PLASTIC POOL
On April 22, we celebrated the Earth Day. The
opportunity to raise awareness of environmental
issues of our planet. Plastic pollution is one of the
greatest issue of the world, which annually kills
millions of marine animals. To open our eyes to this
phenomenon, the Sea Shepherd association has
collaborated with FRED & FARID agency to develop
an original operation in Paris.
The idea: make a real pool dedicated to plastic
pollution. A film was unveiled, featuring a fully pool
polluted by plastic waste. The opportunity to realize
the number of humans that inflicted on the nature.
Plastic pool – FRED&FARID
http://bit.ly/1W8v28e
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

13. 13
THE BABY BAY
After swimming or skating, Evian is now surfing. In
this new campaign signed BETC a surfer is looking
for the best spot and found a beach a bit special , «
the Baby Bay ». Sand, waves, and surfers who look
casual, but extraordinarily young.
Maintaining the principle of the previous campaign "
Baby and Me, it also comes with prints by
connecting adults and their " mini- them." The it-girl
Gigi Hadid is also in it and loose 19 years . The
campaign is extends through a virtual reality
application in partnership with Quiksilver and giving
the illusion of riding a wave at 360 °.
With this global campaign , Evian surprise us again,
18 years after the baby swimming .
The baby bay – Evian
http://bit.ly/1QhcrOf
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

14. 14
A TRIP YOU’VE NEVER SEEN
If you find that tourist commercials are boring or not
original, wait to see this one. To attract foreign and
prove that Quebec is a destination for adventure,
LG2 produced an incredible video spot with an
unusual project idea. Danny Kean, a blind American
tourist was followed throughout his trip by a crew to
capture his discoveries.
Emotion, compassion, smile, all ingredients well
mixed which democratize and bring advertising to a
higher level. The experience also extends over
internet with a immersive web site to live this
extraordinary journey.
Tourisme Québec – Un voyage jamais vu
http://bit.ly/1QhcrOf
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

15. 15
DON’T BE A TOURIST WITH AIRBNB
According to Airbnb study, 47% of travelers do not
like being treated as tourists when they are visiting a
city. And this is the main reason why they use
Airbnb. They want to live like a local even if it’s for
one night. That’s why Airbnb chose to focus its
communication on this aspect of its service.
And saying for the brand is not enough, travelers can
now use a neighborhood guide. This campaign is
available in digital, TV and press.
By choosing to highlight the human over the place,
this brand understands that the social travel is not
just a trend but a real expectation of the consumer.
A different experience that can justify the prices.
Neighborhood guide – AirBnb
http://bit.ly/1TluOn0
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

16. 16
#photogRATPHhie
The communication of the RATP pretty attractive.
After April 1, more than successful, the subway of
Paris puts us at this time contribution. With the help
of the agency Havas Paris, RATP organizes a contest
of #photogRATPhie on Instagram, with a theme that
fits perfectly with the image of Paris, « the moving
city ». From April 13 to May 14 , users can try by
posting a maximum of 3 shots on Instagram with the
hashtag and @RATP mention. The lucky winners will
have their photos in a large format on the subway.
With this brand strategy, the parisian transport
compagny continues to grow its capacity for
sympathy.
La ville qui bouge – RATP
http://bit.ly/1rf39hq
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

17. 17
GIF CAMPAIGN
GIFs have never been as popular since they are
present in Messenger or on Twitter. With one click,
everyone can find his GIF via the huge library site
GIPHY.
iDTGV, a subsidiary company of SNCF has launch, its
advertising campaign based on GIFs.
These highlight some destinations served by TGV
SNCF and French area: »You miss the waves? Come
to Biarritz "" You want to see life in pink? Come to
Toulouse. "
Gifs campaign – iDTGV
http://bit.ly/1WBYVfv
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

18. 18
HOW MUCH TIME YOU HAVE LEFT ?
Did you know ? A human being lives 25,915 days.
With its new campaign, titled 25,915 Days, Reebok
encourages us to put our sport. In a Benjamin Button
way, the spot presents Debbie Suzuki an athlete
running around at different stages of her life.
Indeed, at each step you are invited to see. The
brand rather pushes us to build something on each
day to honor our body. But ultimately, the result is a
little awkward, you can calculate how much time you
have left by visiting the dedicated website.
"We really liked the idea of telling the story through
one person, one heroine, to demonstrate a human
being is not a question of age, of time, or sporting
event. It is a commitment to ourself »
How much time – Reebok
http://bit.ly/1MDgiKX
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

19. 19
UNDERWATER WITH STYLE
Lacoste, Hermes Louboutin or Ralph lauren, all this
brand are represented by Guillaume Néry, the
quadruple world champion of apnea in France.
The Champion joined fully dressed, Le Point in a
diving pool in Paris.
As you can see, with a disconcerting facility we can
see him walk on water or rather, underwater with
beauty, grace and freedom
Le Point – Shooting underwater
http://bit.ly/1ZbGAoA
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

20. 20
CHEAPER IS NOT ALWAYS BETTER…
There are not always good deals on Internet…that is
the main message of Decathlon for its new social
media campaign «Les petites annonces». This
campaign highlights, with humour, the fact that to
avoid scams, people have to be accompanied during
their second-hand purchase..and that is exactly what
offers the brand with its Trocathlon created in 1986
and developed today in an online version.
This original campaign flies in the face of Leboncoin,
the main competitor of the Trocathlon, organized by
the brand. It is also a smart reminder that second-
hand sport is still and opportunity to do sport!
Trocathlon.fr – Le BMX
http://bit.ly/25xUgzo
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

21. 21
BRAINY AND SPORTY
To be an high performance athlete means a lot of
sacrifices but sometimes the price to pay is
terrible..Rugby players are well aware of that with all
the shocks they take especially at the head. Samsung
wanted to help those players by inventing the
Braindband, a connected headband that analyses, in
real time during the match, the impact of the shocks
thanks to a dedicated app.
Samsung with this invention, proves its will to really
help its customers and strengthens its positioning
around sport and health. But some critics would say
that that this new object is only a pretext, for the
brand, to communicate…
Samsung – The brainBAND Project from Samsung
http://bit.ly/1UsoaBm
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

22. 22
AUDI TRIES SMART NAVIGATION
German automaker Audi is providing urban customers
with a new way to get around town. At Auto China 2016 in
Beijing, the brand unveiled its connected mobility
concept, aimed to help navigate urban areas. The
innovative and green way around town capitalizes on
both consumer and industrial trends and will help the
brand ensure a devout audience. The concept targets
young drivers with mobility demands and a concern for
the pollution of petrol burning cars.
Attached to the vehicle and integrated into the rear
bumper is a longboard of about 3.5 feet, which charges
when attached to the car. The automobile’s infotainment
system will link to the driver’s smartphone calendar and
then, based on real-time traffic information, calculate the
proper mobility mix. It will instruct the user to drive for as
long as it is faster, and then help find a parking spot
where the user can switch to the electric longboard to
save time and protect the environment.
Smart navigation – Audi
http://bit.ly/1SY8T8j
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

23. 23
CREATION HAS NO LIMITS…
Since the first of April, the robot AI-CD β (Artificial
Intelligence – Creative Director Beta) helps creative
teams in McCann Japan. This whole project called
«Creative Genome Project» was in reflection since
September. The robot was trained thanks to the
viewing of thousands of ads during a couple of
weeks. This robot can express itself through a crayon
with all the members of the agency. But what about
cultural references, humour, can this robot acquire
that?
This announcement is the proof that the advertising
industry is evolving fast and gives room and space
for new technologies especially artificial intelligence
but it has its own limits…
New creative Director AI-CD β – McCann Japan
http://bit.ly/22bZ3BU
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

24. 24
CALL ME MARC
Following the success of its operation #Sanslesmains
it seemed complicated to do better, Marcel again
had an ingenious idea for Dorcel on the occasion of
St. Mark.
April 25, Dorcel offers the possibility to access all
content for 60 days if you match with a single
condition : you must call you Marc on Facebook. If
you real name is Marc you will have the acess. For
the others, it’s your descicion and your challenge to
change your name to gain access to the full
contents of Marc Dorcel.
Your name is Mark – Dorcel
http://bit.ly/1Y7H2DX
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

25. 25
BEHIND THE SCENE
By surrounding the famous actor François Damiens,
Rosapark did an ambitious choice but at least very
successful.
Through a series of 4 spots inspired by movie codes,
the campaign takes us to the heart of the
negotiations between the actor who plays his own
role and his agent who negotiates with him a
contract for an ad.
Over the episodes, the actor who was very hesitant
about accepting or not this role will probably loose
it…
LeLynx plays the card of transparency and reveals to
us the behind the scenes of advertising. The brand
makes here a mockery of themselves with good
taste and humor !
Behind the scenes – Le Lynx
http://bit.ly/1rTL9tt
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

26. 26
FACESWAP WITH YOUR HERO
Darewin initiates the first partnership in the world
with Snapchat. Netflix is offering us a FaceSwap with
our favorite serie heroes. The campaign is launched
in Paris, Lyon, Marseille and Montpellier. The most
iconic characters of the Netflix are just waiting for
you.
This campaign combines print and social media
already has a great success since on social networks
without any official launch.
Face swap with your hero – Netflix
http://bit.ly/1rtAvJm
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

27. 27
THE BEAUTY TUBE BY L’ORÉAL
L'Oréal Paris is launching the BeautyTube , a Beauty
Academy by L'Oréal Paris with YouTube. This is a
talent incubator, a school designed to train
youtubeurs beauty of tomorrow. 10 people will be
recruited through their personalities and their
beauty view point will be trained and accompanied
by L'Oreal Paris and YouTube in video production,
managing their channels and the development of
their beauty expertise during a training of several
months.
L'Oréal Paris on his side develop their beauty
expertise with beauty module masterclasses led by
its experts and coaching courses . All training will
take place at YouTube, a space dedicated to
designers in Paris .
BeautyTube – L’oréal
http://bit.ly/1SH8kD2
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016
§ Video

28. 28
THE KITCHEN’S CHOICE
We don’t choose our family but we choose our
kitchen. Ikea, leader on the furnishing market, hits
hard with the launch of its kitchen app in virtual
reality: Ikea VR Experience. This revolutionary app
allow Ikea’s customers to create the the kitchen of
their dreams: colour and size among 3 different
styles of kitchens. According to Ikea “virtual reality
helps customers to directly find the most suitable
furnishing solutions and thus to reduce their impact
on the environment”.
Ikea builds everyday an image of a modern and
reactive brand that offers unique experience for their
customers and customizable solutions of furnishing.
That definitely allow Ikea to outdistance its
competitors!
Ikea – Ikea VR experience
http://bit.ly/206xf2y
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

29. 29
FREE BUT HEAVY…
We all know that saying «When its free means that
you are the product ». Here is almost the same idea
with this ephemeral shop, where all is free provided
that you can carry alone all the stuff you take, not
easy sometimes for a washer or a baby foot..
This whole operation is, in reality, a pretext to make
the promotion of the start-up « les Tontons Livreurs »
that offers to people that need to move their stuff,
the services of a professional driver with its truck.
Nothing is really free…but its proves well the utility of
the services offered by the start-up.
The free shop
http://bit.ly/1pJXD5q
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

30. 30
CAN I HAVE THE CHECK PLEASE ?
Mir is back in May! For a romantic candlelight dinner,
a lunch with colleagues, a family brunch or a snack
with friends, you'll be spoiled for choice with two
intensive menu (starter - main course - dessert)
prepared by a chief.
The best way to digest? Go to the center of the
restaurant and activate the sink to clean the plate
and some kitchen’s utensils, all with the new range
of dishwashing liquid obviously Mir: Mir Cook
Secrets. A good advertising for the brand!
Where is the check? – Mir
http://bit.ly/1pNSnO6
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

31. 31
ONE BRAND FOR COCA COLA
Coca -Cola announced in January its new market
strategy « one brand » to create like the name
suggests it only one brand .After initiating this
transition through various advertising spots, the
soda giant has announced the standardization of its
packaging. Cans and bottles of Zero, Diet and Life
are now adopting the famous Red Disc associated
with the brand for almost 130 years.
On top of cans and bottles, Coca- Cola was careful
to ad some information on the characteristics of the
beverage: 0 sugar, no calories, diet or diet with
stevia.
One brand – Coca Cola
http://bit.ly/1rTLhcG
BRAND UNION PARIS – A MONTH OF IDEAS – APRIL 2016

32. THANK YOU
#SEEYOUNEXTMONTH
#BRANDUNIONPARIS