Description
Carrefour is launching its international back-to-school campaign, produced entirely with the help of artificial intelligence. Born from the collaboration between Publicis Conseil and Prodigious, this campaign will roll out in France, Italy, Belgium, and Romania, across both TV and digital, depending on the market.
This represents a significant step forward in the use of generative AI within the retail sector on an international scale. Here, AI has been used to serve Carrefour's creative platform of “Big Moments at Small Prices.”
A global campaign with a local mindset
For this back-to-school season, Carrefour partnered with Publicis Conseil to leverage its local agency network and identify a universal insight shared by younger generations and Carrefour customers alike: back-to-school shopping is more than just a necessity—it's a way to express one's personality.
Far from traditional promotional messaging, the campaign showcases real moments of life, with an emotional and human tone. Pens, notebooks, backpacks… Everyday products are reimagined as tools for self-expression, creativity, and individuality—always at low prices.
A pioneering creative and technological strategy
The entire production process, managed by Prodigious—from direction to the adaptation of TV and digital formats—was carried out entirely using AI tools. The print campaign also integrates AI-generated elements.
A new era for brands
This project also marks a turning point for brands: proof that it is now possible to harness AI responsibly to produce culturally and emotionally impactful campaigns on an international scale.
This professional campaign titled 'Back to school' was published in France and Multinational Europe in August, 2025. It was created for the brand: Carrefour, by ad agencies: Prodigious and Publicis Conseil. This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted 3 months ago.
