A major nationwide campaign for the French retail brand Auchan, launched to support a new loyalty program. I worked on this while at BBDO, together with copywriters, account managers, and creative directors. The key feature of the program is that not just the cardholder but also their family and friends can accumulate points together—unlocking up to 70% in benefits.
The campaign spanned a wide range of assets: identity design, TVC, print, radio, in-store materials, explainers, app, and website. I was lucky to contribute to almost every part of it.
It all started with the visual identity, which, together with the core idea, held the campaign together. The foundation was a pattern of abundance featuring different product categories, used on the loyalty card itself, paired with the central concept of family as a boat crew — earning rewards together.
Animatic tested in focus groups below ▼
A few of my early story drafts from the initial stage of the project ▼
Team Project with BBDO.
Creative Concept | Art Direction | Production Supervision