Advertisements for a Variety of Candy Bars Highlight the Unseen Creatives That Were Rejected from the Packaging Designs
France, renowned for its soul-elevating architecture and romantic espresso dates by the Seine, is now taking centre stage in a new advertising campaign. French chocolatier Le Chocolat des Francés has launched a new campaign titled "Only Keep the Best of France."
The campaign, managed by TBWA\Paris, aims to highlight the best aspects of France, steering clear of common urban problems such as billowing trash, angry drunkards, and lung-shredding pollution that may be prevalent in some cities. Instead, the advertisements focus on the country's idyllic images, like bicycle baskets filled with baguettes, a symbol of France's simple, rustic charm.
Michel Cluizel, the chocolatier behind Le Chocolat des Francés, has taken a bold step in presenting a positive image of France. The campaign showcases the duality of France, balancing its urban challenges with its timeless beauty. It's a refreshing departure from the usual portrayal of France, often marred by images of incessant labor strikes or regional issues specific to the country.
TBWA\Paris, the agency responsible for creating the advertisements, has done an impressive job in encapsulating the essence of France. The campaign subtly communicates the message that while cities in France, like cities worldwide, have common urban problems, the country's spirit remains unbroken and resilient.
In a world where negative news often dominates headlines, Le Chocolat des Francés' campaign serves as a reminder of the beauty and charm that France has to offer. The campaign is a testament to the power of positive messaging and the enduring appeal of France's timeless allure.
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