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Campaign Spotlight: Intermarché and Romance pays tribute to medical workers in latest campaign

PARIS, FRANCE – At Christmas, for the fourth opus in its advertising saga – five times awarded at Cannes and the Effie Grand Prix in France and Europe – Intermarché, the grocery chain, decided to embrace and pay tribute to the response to this historic health situation. This film is not about Santa Claus, but rather about those who have sacrificed everything to take care of others: health workers, the sometimes forgotten heroes of the year 2020. The brand is thus affirming its desire to be with the French people, as close as possible to their lives, by departing from the traditional Christmas commercials films that blossom every year.

Accompanied by its Romance agency and director Katia Lewkowicz, Intermarché takes 3 minutes to pay tribute to them in a moving film that follows a nurse at the hospital and a family (a mother and her teenage son) waiting for the father’s recovery. This film, in which Intermarché has elegantly set itself back, focuses on the characters’ lives in a to-and-fro of worry, hope and tenderness. Never dramatic. Once again it doesn’t look like advertising, but more like a cinematic short film.


As in previous films, the soundtrack plays a decisive role. After Marcel Mouloudji, Henri Salvador and Benjamin Biolay, come the band Terrenoire that accompanies the exceptional editing. Far from the French chanson standards that launched the Intermarché saga, the song “Jusqu’à mon dernier souffle” plunges us into a contemporary and restrained emotion.

On the front line during the confinement, Intermarché has multiplied solidarity actions, for the health workers in particular: priority at checkouts and drives, distribution of meals and even chocolates… The film thus becomes an echo of the solidarity and generosity of the French who, this spring again, applauded the caregivers every evening at 8 pm. At a time when the country is experiencing the recurrence of this health crisis, when the weariness of confinement seems to have set in, it reminds us that this time of the year is the best to remember their unconditional commitment and to say thank you once again.

“We couldn’t imagine celebrating Christmas without paying tribute to the heroes of the year: the caregivers. Intermarché has been sharing the daily lives of French people on the front line since the confinement of spring: the agricultural world, local shops and hospital staff. They are part of our ecosystem and our stores work with them on a daily basis.” Vincent Bronsard, Member of Intermarché’s Strategic and Operational Marketing Department.

“Each new opus in the saga is a challenge. This time we wanted to make a film that would live up to the exceptional year we have lived through, marked by the commitment and sacrifices of the caregivers. It is this anchoring in the times and its current events that builds the link between Intermarché and the French people.” Alexandre Hervé, Executive Creative Director of Romance.

“We have been building an emotional territory for three years with the trust of Intermarché. We must also put the power of the brand at the service of civic and just causes. This is the only possible way to give more meaning to our businesses.” Christophe Lichtenstein, CEO of Romance.

Brand credits

CEO: Thierry Cotillard
Strategic and Operational Marketing Director: Vincent Bronsard
Marketing and Communication Director: Anne-Marie Gaultier
Brand and Communication Manager: Camille Sassi
Brand and Communication Director: Anne Guivarch
Media Manager: Hervé Ribaud
Advertising Manager: Aurélie Ansart
Project Manager: Julie Antoine
Media Project Manager: Marion Malezieux

Agency credits

CEO: Christophe Lichtenstein
Executive Creative Director and Copywriter: Alexandre Hervé
Copywriter: Philippe Pinel
Art Director: Julien Rézette
Senior Strategic Planner: Jérome Lavillat
Account Team: Marie-Laure Dangeon, Emilie Franck, Arthur Amis, Julie Valero
TV Producer: Emilie Talpaert

Production credits

Production : Grand Bazar
Director : Katia Lewkowicz
DOP : Laurent Tangy
Music : Terrenoire – Jusqu’à mon dernier souffle
Sound Production: Schmooze
Sync : Alexandre Rabia (Universal)

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