With daily life growing ever more hectic by the day, urbanites are constantly trying to sidestep time restraints, eager to enjoy every moment of downtime possible.
And if there’s one restraint they hate more than anything, it’s standing in line. Really, who hasn’t tried to get out of standing in line?
That’s why French retailer Monoprix is always on the search for ways to make city living that much easier and waiting at the cash register a thing of the past.
It couldn’t be easier: with the “Monoprix et Moi” application, the retailer’s customers can scan their products as they shop, and pay directly with their smartphones, without ever having to go through checkout. Shopping’s never been easier – there’s nothing to stop you!
This ultra-innovative service is available in all of Monoprix’s stores.
To promote this new fast pass service, Monoprix and its agency Rosapark created a cinematic-style film with just the right blend of special effects and humor: The first line of humanity.
The film takes us back thousands of years, to the dawn of civilization: the prehistoric era.
Here, in the first line ever formed by mankind, the first line-cutter is born. A Sapiens more cunning, more creative than all the other Sapiens, ready to try thousands of clever tactics to nudge ahead of his fellow Sapiens. Even if it means taking them out.
Thankfully, today, we’re evolved. We can still cut in line, but with Monoprix’s new fast pass application, no one’s life is at risk.
The film, directed by multi-award winning advertising and feature films director, Antoine Bardou-Jacquet, launched on TV May 18th and will be online and on Twitter with the hashtag #GrillezLaFile (SmokeTheLine).
CREDITS:
ROSAPARK :
Co-founders Gilles Fichteberg, Jean-François Sacco, Jean-Patrick Chiquiar
Creative Directors : Gilles Fichteberg, Jean-François Sacco
Art Director : Cerise Leclerc
Copywriter : Louise Mussot
Managing Director, Strategic Planning Director: Sacha Lacroix
Associate Director : Quentin Labat
Account Director : Lucile Wissocq
Account Manager : Justine Ducher
Producer: Thomas Laurent
Strategic Planner : Sarah Herbain
Director: Antoine Bardou Jacquet – Partizan
Production : Partizan
Producer: Khalid Tahhar – Partizan
Production Director : Isabelle Labeylie – Partizan
1st Assistant Director : Olivier Coulhon – Partizan
DOP : Marc Gomez Del Moral – Partizan
Chief Decorator : Alexandre Vivet – Partizan
Styliste: Elise Bouquet – Partizan
Make-up : Annabelle Petit – Partizan
Head of digital strategies_: Jeanne Neuschwander
Social media managers : Calliste Garrabos & Charlotte Giraud
PR : Mélanie Colleou
Executive Production: Production Family (Kiev)
Image Post-Production : Mikros
Post-producer: Sébastien Gros, Jonathan Trebois – Mikros
Editor : Sophie Reine – Mikros
Sound Production : Schmooze
Sound Producers: Matthieu Sibony, Grégoire Galian – Schmooze
Sound Engineer: Sylvain Rety – Schmooze
Monoprix Marketing and Innovation Director: Florence Chaffiotte
Monoprix Brand Image Director : Nicolas Gobert
Monoprix Social Media Manager: Stéphanie Jallet
CEO : Pascal Crifo
Deputy General Manager: Marion Haan
Senior Business Manager : Florence Mary
Head of Brand Activation: Fouad Hachani
About the Contributor
Theda Braddock is an American who lives and works in Paris. She helps agencies develop their communication and promote creativity, and writes for several publications when she has time.
