VML France signs the new St-Michel campaign that tackles this fundamental question: who invented the snack? The campaign lets children's imaginations run wild through a gallery of famous and wacky historical figures.
Who Invented the Snack
A fundamental question for a unique moment in children's daily lives.
Client
- Saint-Michel
Office
- France
It all started with our valuable discussions with the agency to become the reference for well-made snacks for the whole family. The VML teams began by proposing a transversal signature for all our activation points 'Goûters St Michel, the best time is 4 pm!', before developing this brilliant film idea 'Who invented snack time?'. With a production quality that honors the quality of our products, this new platform will appeal to young and old gourmets!
Cédric Lunel
Marketing Director, St-Michel
This campaign embodies VML's mission: to create connected brands. Who better than St Michel to demonstrate the link between a heritage recognized by all and the connection with the new expectations of consumers, whether in terms of modern advertising discourse or products?
Virgile Brodziak
Directeur Général, VML France
The challenge is to create a campaign that positions St-Michel as the benchmark for the well-made snack for the whole family, while speaking to both children and adults with funny, absurd but never infantilizing stories.
The unique space that the snack is in children's daily lives, a free moment, without constraint during which they can express their personality and their imagination in a joyful and spontaneous way.
A series of films featuring famous and wacky historical figures wondering who invented the snack, with a transversal signature: "St Michel Snacks, the best time is 4pm!" and a new brand signature: "We don't know who invented the snack, but we know who made it too good".
Strengthen St-Michel's image as a connected brand, which demonstrates the link between a heritage recognized by all and the connection with the new expectations of consumers, whether in terms of modern advertising discourse or products.
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