AUCHAN
« With Pleasure »
In 2021, Auchan unveiled its new brand platform, developed by its agency Orès. This strategic repositioning and return to the brand’s roots is embodied by the new tagline “Avec plaisir” (“With pleasure”), which reconnects with the brand’s original mission—celebrating its 60th anniversary this year—of bringing joy to everyone. Auchan places pleasure at the heart of the customer experience: the pleasure of choice, fresh products, low prices, innovation, service, and human connection. With a new brand platform comes a new communication territory. Set to the reimagined chords of “Mr. Sandman,” blending aesthetics, poetry, and humor, the film stands out “with pleasure,” distinguishing itself from the typical communications in the sector.
As a freelancer, Souen was fortunate to be in charge of the creative direction of the Auchan account, a French retail giant. This brand film is just a glimpse of the work accomplished over almost a full year: promotional catalogs, radio, new visual identity, social media, and brand activation. Souen collaborated with young talented creatives and Orès managing team.