Le Superjardin

Gamm vert and Ogilvy Paris Unveil a Bold New Campaign to Champion Self-Production in France

Created by Ogilvy Paris and directed by Rosalie Charrier, the campaign aims to encourage more and more French people to engage in self-production with Gamm vert. by showcasing the modernity and relevance of self-production.

Self-production means not only growing your own fruits and vegetables but also producing eggs, preserves, and more… In other words, it’s about growing your groceries in your own garden. Based on this definition, the campaign takes a creative approach by initially misleading viewers, showing people seemingly shopping in a supermarket, only for it to be revealed that they are actually in their own garden.

To fully embrace this illusion, even the background sounds—typically associated with supermarkets—have been recreated using natural sounds: birds chirping replace checkout beeps, while rain and wind mimic the sounds of shopping carts.

“Our goal is to explain self-production in a simple way and to make people realize that by growing their own fruits and vegetables, shopping can be as easy as stepping into their garden or onto their balcony to harvest fresh, high-quality produce. When it comes to short supply chains, it doesn’t get more direct than that! We sincerely hope this new approach will encourage more people to start their self-production journey,” adds Julien Bredontiot, Creative Director at Ogilvy Paris.

To further embed the concept of self-production in the minds of both beginners and seasoned practitioners—and to reinforce Gamm Vert’s slogan, “Self-production is the future”—the media strategy includes ongoing sponsorship of TV and radio programs.