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Label of Love

Award: Wood Pencil

Wood Pencil / Art Direction / Art Direction for Film Advertising / 2018

French supermarket chain Monoprix is famous for the jokes on its packaging. For its 85th birthday, this campaign
celebrates the way that this humour has become part of French popular culture. The campaign – launched with a four-minute film on TV, in cinemas and online – shows a boy who uses the packaging to charm his school sweetheart.

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