Make People Smile

Cheerz, a leading actor in online photo printing, has teamed up with Steve for the first time with a brand campaign that echoes its tagline: "Printer of smiles". The campaign is a tribute to smiles and the unique stories behind them, a strong reference to Cheerz's mission: "Make People Smile".

The campaign is based on a series of visuals featuring a variety of situations, people, ages, and cultures. What do they all have in common? A smile! This is Cheerz's way of expressing its "Make People Smile" mission, reminding us of the importance of memories and the benefits of immortalizing them by printing them in all sorts of ways: personalized photo albums, prints, photo boxes, calendars, etc.

"Indeed, smiling is anchored in Cheerz's DNA. We are convinced that our signature 'Printer of smiles' perfectly illustrates the day-to-day ambition we have set ourselves, which is to make people smile! So it was important to develop a communication territory aligned with our ambition while adding emotional depth," comments Alexis BITON, Marketing Director at Cheerz.

The smile: one expression, an infinite range of emotions

Whether it's a moment of joy, love, nostalgia, or success, every smile is a witness to unforgettable moments and deep emotions.

"At Cheerz, we print millions of smiles every year, and each one is unique. It is this infinite range of emotions conveyed by a smile that our campaign seeks to highlight," says Alexis Biton, Marketing Director at Cheerz.

A powerful approach and a fair look at today's society

While this campaign celebrates joy, it should not be seen as an injunction to be happy, but rather as a faithful reflection of the emotions we experience over the course of a lifetime: from significant events to the small joys of everyday life. The brand takes a touching, fair, and modern look at today's society.

"Pop culture is popular culture, the kind we all share. With this new communication platform for Cheerz, we wanted to showcase moments in life that we all know, that have touched our lives at one time or another. Every smile tells a story," continues Guillaume Lartigue, Steve's Co-President and Creative Director.

The OOH campaign was launched in France in September, completed by a digital campaign. New executions of the campaign were released at the end of November in the run-up to the end-of-year celebrations.