Citadium comes out of Paris, Les Gros Mots comes out of the woodwork. To mark the opening of 2 new Citadium stores in Toulon and Marseille, the LES GROS MOTS agency has created a fresh, buzz-worthy campaign.
A cool concept and a success worth celebrating at the agency last week.
In Paris, Marseille and Toulon, posters bearing the swear words “Nous sommes des mythos”, “Nous sommes à la rue” and “Nous sommes What the fuck” have been popping up all over the place (in the street, on the metro, on buses) for the past few days. There’s not a logo on these posters, nor any indication of which advertiser has signed up to this campaign.
But who is the advertiser who dares to speak to young people as if they were old people?
The only usable clue: the casting, obviously very young, and obviously done by a brand cool enough to show what advertising never shows: young people, real young people, i.e. young people who smoke, young people who give the finger, young people who get hot, young people who shout, but also young people who like music, sport or parties. Young people in their condition and in their places: club toilets, skate parks, but also… prison vans or sofas in the street.
A dozen visuals shot between Paris and Marseille by Théo Gosselin (Continental Production). The young photographer put all his energy, madness, freedom and youth into this shoot.
But who’s the agency behind it all?
The answer was in the words, so big. The story doesn’t end there for the young independent agency, which won the Citadium competition in January with a campaign signed by… the agency’s 3 youngest creatives, 3 interns who obviously saw their experience extended at the independent agency. In short, a campaign by young people for young people, by a young agency for a young advertiser.
The most tagged posters in the history of advertising
Never before have we seen such an unleashing of youth in reaction to an ad: enthusiastic or angry, pretty or ugly, small or large, graffiti and tags quickly multiplied on the posters, railing against words deemed too reductive about youth, or on the contrary, adding to the provocation. In short, it was like a wake-up call to finally be able to let off steam and express oneself freely.
8500 faces re-stickered in 1 night and in 3 cities to announce the reveal:
On Thursday evening, the revelation was made via a hashtag, a hashtag with important words, an anticipated response to the rampage of taggers over the past 4 days: # pas que. It’s a huge wink to young people, expressing Citadium’s shared refusal to pigeonhole them into necessarily simplistic codes. And by the way, it’s a way of making even billposting interactive… No, you’re not just on the street, you’re not just “What the fuck”, or “you’re not just unfiltered”… Finally, a hashtag that links to a web page that acts as a great collector of the various “#pasque” hashtagged contents: the most beautifully or amusingly tagged posters, the making of, and even films of taggers who have filmed their nocturnal exploits.
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