The "rules" say that in outdoor advertising, the text should be easy to read. At S. Pellegrino, we want people to take away the very best. That’s why our outdoor ad isn’t just a simple headline, but rather a poem inviting you to pause amidst the chaos of everyday life.

We could only achieve this with a captivating text, so we called a renowned poet, winner of the 2012 Prix de Flore, whose sensitivity brought the words to life.

We chose long dwell time formats that people could easily read, such as metro stations, bus stops, and street-level billboards.

Every time we go to a restaurant, instead of collecting laughter, celebrations and dinnertime stories, we end up taking home a bill... A cold piece of paper that doesn't reflect the countless moments lived during dinners.

To immortalise these special memories, we turned the bills from the best restaurants in Paris into poems that last forever. We then shared them with the whole city through an OOH campaign to connect S. Pellegrino to a very real and local moment.

S. Pellegrino was looking for a greater presence in the French market. They wanted a campaign that not only granted them recognition but also connected with the target audience, establishing a strong bond with the brand. Although the initial goal was an out-of-home (OOH) advertising campaign, we decided to take it even further. We transformed this opportunity into an initiative that would not only enhance the brand's visibility but also create more impactful and meaningful OOH advertisements. Drawing inspiration from authentic situations experienced by people in restaurants, we created a relevant campaign based on real moments. This strategy would not only attract attention but also resonate with the French audience, establishing a genuine connection with the S. Pellegrino brand.

This strategic approach not only captured the audience's attention but also resonated deeply with the French public. As a result of this action, S. Pellegrino was able to create a deep and authentic bond with its audience, going beyond the usual commercial interactions to establish a genuine and lasting connection. This connection, based on shared values and cultural appreciation, ensures that S. Pellegrino becomes not only a product but a French love brand.

DAROCO

I SAW YOUR LEGS UNDER THE TABLE,

YOUR ARMS ENTWINED.

LOVING GESTURES, EASY SMILES.

HAND ON HIS NECK, NO MORE TO SAY.

THE PROLONGED GAZE.

RED WINE TOP, BLONDE HAIR.

THE BEST IS YET TO COME.

ONE FACE LEANS CLOSER,

DRAWING IN THE OTHER:

A SECRET CHANGES LIPS.

A LOVERS’ LUNCH IS ALWAYS

A QUIET LITTLE THING.

WHAT YOU LIVE

IS WHAT COUNTS.