We’re used to hiring illustrators, photographers, 3D artists, and various profiles for the visual part of campaigns. However, for the written part, it's the agency's copywriters who usually handle it. In this campaign, we were looking for something special, someone who could capture the moment in real-time and make art with words. That's why we decided to hire a renowned poet and writer, winner of the 2012 Prix de Flore, to ensure that our copywriting was on point.

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.

VAUDEVILLE

I WONDER HOW MANY

MEALS THERE HAVE BEEN

LIKE THIS ONE.

HUNDREDS.

PROBABLY THOUSANDS.

FAMILY MAKES OUR MOMENTS,

OR SO THEY SAY.

A GLANCE FROM MUM TO DAUGHTER.

SPOT THE RESEMBLANCE –A NOSE, A LOCK OF HAIR, A LOOK.

AGAIN, I WONDER

HOW MANY MEALS.

BUT THERE’S REALLY

ONLY EVER BEEN ONE.

THIS ONE.

WHAT YOU LIVE

IS WHAT COUNTS.

We knew that copywriting was key to this idea, so no matter how creative we were, we needed an expert in the field. That's why we added a unique profile to the team of each restaurant: a renowned French poet and writer, winner of the 2012 Prix de Flore.

He had a mission: to observe and write poems in real-time inspired by the moments unfolding at restaurant tables. A different kind of copy that challenges what we're used to. It's not just a composition of words, but a manifestation of an authentic moment, captured by the work of an artist in the kitchen, quite literally.

We printed the poems onto bills and gifted them to guests at the end of their meal. A perfect end for those priceless dinners and the centerpiece of our OOH campaign.