PARIS, FRANCE — Cheerz, a leading actor in online photo printing, has teamed up with creative agency Steve for the first time with a brand campaign that echoes its tagline: “Printer of smiles.” The campaign is a tribute to smiles and the unique stories behind them.
The campaign is based on a series of visuals featuring a variety of situations, people, ages, and cultures. What do they all have in common? A smile! This is Cheerz’s way of expressing its “Make People Smile” mission, reminding us of the importance of memories and the benefits of immortalizing them by printing them in all sorts of ways: personalized photo albums, prints, photo boxes, calendars, etc.
“Indeed, smiling is anchored in Cheerz’s DNA. We are convinced that our signature ‘Printer of smiles’ perfectly illustrates the day-to-day ambition we have set ourselves, which is to make people smile. So it was important to develop a communication territory aligned with our ambition while adding emotional depth,” said Alexis Biton, Marketing Director at Cheerz. “At Cheerz, we print millions of smiles every year, and each one is unique. It is this infinite range of emotions conveyed by a smile that our campaign seeks to highlight,” explained Alexis.
While this campaign celebrates joy, it should not be seen as an injunction to be happy but rather as a faithful reflection of the emotions we experience throughout a lifetime, from significant events to the small joys of everyday life.
“Pop culture is popular culture, the kind we all share. With this new communication platform for Cheerz, we wanted to showcase moments in life that we all know have touched our lives at one time or another. Every smile tells a story,” continued Guillaume Lartigue, Steve’s Co-President and Creative Director.
The OOH campaign was launched in France in September, completed by a digital campaign. New executions of the campaign were released at the end of November in the run-up to the end-of-year celebrations.
CREDITS
Sector: Services
Company: Cheerz
Chief Executive Officier: Ana Sculy-Logotheti
Chief Marketing Officer: Alexis Biton
Head of Brand & Creative: Raquel Pinto
Artistic Director: Anna Schmit
Co-CEO and Executive Creative Director: Guillaume Lartigue
Creative directors: Jean-François Bouchet & Emmanuel Courteau
Business Director: Louis Tierny
Account Executive: Pierre Van Elslande
