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Space Offers

Space Offers

Michael Carnevale

Michael Carnevale

December 10, 2018

They’re outta this world.

"Celebrating the brand’s 20th anniversary was an interesting, creative challenge."

In order to cater to first-time users and celebrate Cdiscount’s 20th anniversary, Adweek’s International Agency of the Year, ROSAPARK thought outside…the planet. Creative directors Gilles Fichteberg and Jean-François Sacco of ROSAPARK gave us an inside look at this strikingly unique campaign.

For those of us who don’t know, what is Cdiscount?
Cdiscount is a leading French e-commerce site—Amazon’s main competitor in the French market.

Is this your first time crafting a campaign for this brand?
This is not our first campaign for Cdiscount, but it is certainly the most important one. Celebrating the brand’s 20th anniversary was an interesting, creative challenge.

What was the goal of the campaign?
The campaign’s goal was to promote Cdiscount’s attractive offers while incorporating both conversational and entertaining elements.

"We wanted to create something disruptive."

For “Space Offers,” the CGI is extremely well done—movie-like quality, in fact. What’s the process like, and how long did it take to complete?
We wanted to break science fiction codes with these two films. To engage internauts, where the battle for attention is increasingly ferocious, we needed to surprise them with meticulous craftsmanship and a noticeable difference between the aliens’ physical appearance and their respective personalities. It took three months to create these CGI characters.

The aliens’ personalities are quite specific and comical. Does this at all reflect the customer type for Cdiscount, or was this just a choice in style for the spots?
It does not necessarily reflect the brand’s customers. Cdiscount has a strong DNA; it’s a brand that always challenges conventions with a singular tonality. This is why we wanted to create an original and unexpected personality for each character.

The voice acting is spot on and gives the ads an irreverent feel. Were those always the voices you had in mind for the alien and monster?
The creatives thought of other voices, but we chose the rapper and blogger voices because they contrasted nicely with the characters’ physical appearance. We wanted to create something disruptive.

"Celebrating the brand’s 20th anniversary was an interesting, creative challenge."

In order to cater to first-time users and celebrate Cdiscount’s 20th anniversary, Adweek’s International Agency of the Year, ROSAPARK thought outside…the planet. Creative directors Gilles Fichteberg and Jean-François Sacco of ROSAPARK gave us an inside look at this strikingly unique campaign.

For those of us who don’t know, what is Cdiscount?
Cdiscount is a leading French e-commerce site—Amazon’s main competitor in the French market.

Is this your first time crafting a campaign for this brand?
This is not our first campaign for Cdiscount, but it is certainly the most important one. Celebrating the brand’s 20th anniversary was an interesting, creative challenge.

What was the goal of the campaign?
The campaign’s goal was to promote Cdiscount’s attractive offers while incorporating both conversational and entertaining elements.

"We wanted to create something disruptive."

For “Space Offers,” the CGI is extremely well done—movie-like quality, in fact. What’s the process like, and how long did it take to complete?
We wanted to break science fiction codes with these two films. To engage internauts, where the battle for attention is increasingly ferocious, we needed to surprise them with meticulous craftsmanship and a noticeable difference between the aliens’ physical appearance and their respective personalities. It took three months to create these CGI characters.

The aliens’ personalities are quite specific and comical. Does this at all reflect the customer type for Cdiscount, or was this just a choice in style for the spots?
It does not necessarily reflect the brand’s customers. Cdiscount has a strong DNA; it’s a brand that always challenges conventions with a singular tonality. This is why we wanted to create an original and unexpected personality for each character.

The voice acting is spot on and gives the ads an irreverent feel. Were those always the voices you had in mind for the alien and monster?
The creatives thought of other voices, but we chose the rapper and blogger voices because they contrasted nicely with the characters’ physical appearance. We wanted to create something disruptive.

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