The #noregrets Eclairs

•

The Client

PAUL is a French chain of bakeries & cafés estabilished in 1889. It specializes in serving premium products including breads, crêpes, pastries, coffee and wine.

The Brief

Create an awareness campaign for the new range of premium Éclairs, each one of them made with a different type of chocolate: White, Black, Milk and Ruby.

The Solution

It all started with the French joie de vivre, the "no regrets" attitude french people display when it comes to enjoying desserts. Each of the four eclairs was portrayed through a different #noregrets attitude to underline the specific of the flavours promoted: the classical one, the good one gone bad, the mysterious one and the eccentric one.

The campaign featured online and offline executions, which were centered around the content we created. It was all on display on the landing page of the campaign, where people were invited to find out more about the lifestyle we promoted and be part of it IRL and on

social media.

Product Key Visual

In order to achieve a premium look and feel, the products were displayed on black & gold marbel pillars. Each product featured a raw piece of chocolate characteristic to the flavour. Using PAUL's characteristic dark color scheme, the products were easily recognized.

Lifestyle Key Visuals

The Key Visual series was focused on giving each éclair a distinctive personality. Based on their signature aesthetic and ingredients, we mixed and matched the products with certain types of people in order to bring to life the #noregrets lifestyle. The layouts are executed in a “pictorial” treatment, symbolising the statement of each one of them.