Description
CITEO LAUNCHES ITS FIRST TV CAMPAIGN ON RECYCLING WITH NEW STRATEGIC AND CREATIVE PARTNER OGILVY PARIS
CITEO is seeking to rally the entire French population around the idea of reusing packaging, changing the way the French look at packaging and make reuse an integral part of their consumption habits. The dynamic, quirky and resolutely positive campaign titled ‘Réemployons encore et encore’ (‘Let's re-use again and again’) features Queen's hit "Don't Stop Me Now" and draws parallels between everyday scenes and repeated recycling gestures.
Following a call for proposals, CITEO turned to Ogilvy Paris, not only for their advertising expertise, but also for their expertise in social and behavioural change. This expertise has been developed over the space of 10 years to make Ogilvy Paris one of the benchmark centres in the Ogilvy network worldwide, through long-term commitments with prestigious clients such as the Bill & Melinda Gates Foundation, the World Food Programme and Nestlé.
By familiarising the French with reuse in a positive way, the approach co-constructed by Citeo and Ogilvy sets the conditions for an in-depth change in behaviour, in all its diversity. The aim is to complement this approach with a rigorous measurement of the impact, which will make it possible to monitor changes in French people's behaviour and potentially adapt the resources put in place to optimise this impact.
Benoit de Fleurian, Head of Ogilvy Consulting: "It’s great to be working with Citeo. We share the same desire to work as rigorously and scientifically as possible, while allowing ourselves the greatest creative freedom and the desire to explore new types of storytelling, far beyond advertising. All with one aim in mind: to maximise the impact of what we do."
The campaign is being rolled out on a number of digital platforms to reach specific target audiences with tailored messages (Météo France, Vinted, Le Bon Coin, Twitch, YouTube, affinity sites, etc.). In order to reach a broad, granular audience and address all the identified levers of re-use, the campaign also features an influencer campaign as well as social media content on Facebook, Instagram, Snapchat and TikTok, surfing on current codes and relevant trends.
This professional campaign titled 'RÉEMPLOYONS ENCORE ET ENCORE!' was published in France in December, 2024. It was created for the brand: CITEO, by ad agency: Ogilvy Paris. This Integrated medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted about 1 month ago.
Credits
CITEO
Managing Director: Jean Hornain
Head of Mobilisation: Cécile Carimalo (Persico)
Head of National Campaigns and Partnerships: Aurélie Imbert
Head of Bulk & Reuse Campaigns: Alix Martin-Courtier
National Campaigns Coordinator: Alexia Guiheneuf
Head of Social and Influence: Maëlle Parlant-Pinet
Social and Influence Project Manager: Camille Lançonner
Head of Services and Digital Marketing: François Charlet
OGILVY PARIS
Presidents: Matthieu Elkaim & Mathieu Plassard
Chief Creative Officer: Matthieu Elkaim
Executive Creative Director: Benjamin Bregeault
Copywriter: Hélène Boudin
Art Director: Vincent Lesne
Social Creative Director: Lucile Le Barillier
Social Copywriter: Axel Goethals
Social Art Director: Camille Covemaeker
General Managers: Natalie Heckel & Benoit De Fleurian
Strategic Planners: Lucie Dominique & Marine Birolleau
Behavioral Change Consultant: Lorya Roblin
Business Partner: Prigent Guiganton
Account Manager: Cécile Driay
Account Executive: Eva Bonnifait
Heads of Legal: Dorothée de Honnaville & Laetitia Schneider
Head of Influence: Samantha Pasculli
Influence Account Manager: Clara Carvalhais
Influence Account Executive: Jessica De Araujo & Florian Guey
HOGARTH
Head of Production: Aurélie Appert
Head of TV Production: Tobiasz Bartold
TV Producer: Margaux André
Head of Sound & Music: Rémy Dorne
Sound Producer: Valentine Clément-Larosière
Sound Engineer: Nicolas Brandel & Louis Vergoby
HAMLET
Directors: Julien & Quentin
DP: Sander Vandenbroucke
Production: Hamlet Paris
Executive Producer: Marie Archambeaud
Producer: Antonin Romeuf
Production Coordinator: Alexandre Bauer
Service Production: Hamlet Bruxelles
Executive Producer: Mathias Kerner
Producer: Pim Verhaert
Producer: Janne Aerts
Art Director: Silke De Rycke
Stylist: Fiona Rombaut
Make up Artist: Emilie De Roo
1st AD: Laurent Bousse
Casting Director: Oi Mundo / We Want You Casting
Post-production: Hamlet Paris
Post-producer: Léa Torok
Editor: Marie-Réglisse Monsimier
Grading: Nicolas Gautier
Flame Artist: Anthony Lestremeau
MUSIC CREDITS
LES DÉMONS DE MINUIT
by Despres, Despres, Mimouni, Pujade & Seff
© Flarenasch Music / Top No. I S.A.
Courtesy of Universal Music France and Warner Music France performed by TencyMusic Band - Tency Music
DON'T STOP ME NOW performed by Queen (F.Mercury)
1978 by Queen Mc Ltd c/o EMI Music Publishing Ltd
Courtesy of EMI Music Publishing France/ Under license from Universal Music Operations Ltd
