Creative Gallery on Sustainability Communications


"Fridge" For Carrefour
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Description / Synopsis

A press and poster campaign that draws on the symbolic power of the images and what they suggest: the future of the planet, BSE, les GMO, obesity…A clean simple, direct, almost frontal tone based on a militant signature: 'Smarter consumption, it's urgent'.


Reaffirm and clarify the brand identity, European retail leader, renew trust in the brand, meet their concerns for transparency and environmental and ethical responsibility.


Take a strong stand that reflects Carrefour's long-term active commitment and that matches deep changes in consumer expectations. To do this, the agency proposed a direct serious and clear campaign, developed in two phases: an 'alert' phase in poster format to anchor the message, followed by a press phase aimed at explaining and asserting the brands commitment.

Original Title"Réfrigérateur"
AgencyBETC Euro RSCG
Brand NameCarrefour
Sustainability Themes Consumption Patterns, Ethical Business & CSR
Date of First Publication 01/12/2004
Country of ProductionFrance
TaglineSmarter consumption, it's urgent
Original TaglineMieux consommer, c'est urgent
Account Executive: Elie Ohayon
Art Director: Gérald Schmite
Copywriter: Patrice Dumas
Creative Director: Rémi Babinet
Photographer: Nicolas Descottes