We created directional billboards for Intermarché, that use the competition as mere reference waypoints. Intermarché's directional billboards opt for a disruptive approach to inform where the nearest Intermarché is, so instead of just the typical “2 minutes” or “200 meters”, the supermarket has the confidence to say where it is located, in relation to the competition.

With each placement carefully mapped out, the billboards were featured throughout the country, in a nationwide show of confidence from the most local of supermarkets.

This challenge involved figuring out the exact location of each Intermarché in relation to the competition and in relation to the billboard itself. It took many hours to cover miles on Google Maps, resulting in an outdoor campaign rich in executions and different from the usual. By citing a true finding about the location of each store, the competitors were unable to contest the content of this advertising campaign.

As people were making their way to Intermarché, the billboards made their way online, becoming a sensation in a matter of hours and reminding everyone, once more, that local is the way to go.