French people are relooking at their consumption habits and don’t want to accumulate things anymore. The new campaign claim “What kind of millionaire will you be” is deeply rooted in this insight and showcases a relationship to the money price that is less superficial, less cliché and that keeps up with the times. The first film of the saga, imagined by Romance, stages in a very emotional way a group of friends sharing their dreams if they were to win (donate to associations, get married in space, ect). The campaign, deployed in many formats including 20 and 60 seconds, opens a new page and marks a real change with the campaigns the brand has launched in the past. This new brand platform will be deployed across multiple media: TV, OOH and digital from January 26th onwards.
