Best Marcel Campaigns of All Time
Most agencies claim they want to change the world, but Marcel is the only one that actually tried to rewrite the European Union's seed laws just to sell a few more carrots. They have a peculiar, almost obsessive habit of finding the one boring regulation nobody has read and turning it into a global PR crisis for the status quo. It is advertising as high-stakes mischief. Browse the work below and see how they do it.
9 campaigns
Lidl: Lidlize
Lidl empowered its cult following to co-create the brand's next product using an AI platform that 'Lidlized' any object. By turning fans into designers and manufacturing the most popular creation, Lidl transformed from a discounter into a community-driven hype brand.
Orange - WoMen's Football
Orange used VFX to create a viral compilation of "men's" football highlights, only to reveal they were actually incredible plays by the French women's team. This clever deception aimed to dismantle gender bias in sports and showcase Orange's commitment to all football.
Heetch: Choose Uber
Heetch boldly subverted ride-sharing norms by having its driver recommend competitor Uber, leveraging the unexpected honesty to generate buzz and position the brand as confident and transparent, acknowledging consumer choice in a competitive market.
Centre Pompidou: Souvenirs De Paris
To reach tourists who ignored the museum, Centre Pompidou created its own miniature souvenirs and deployed street sellers to major landmarks, using the city's own 'tourist clichés' to guide visitors back to the museum via QR codes.
Carrefour: Act For Food
Carrefour transformed from a price-driven retailer into a food transition leader by committing to concrete acts - like illegally selling banned heirloom seeds - to prove their dedication to health, biodiversity, and transparency over mere marketing slogans.
Carrefour: The Black Supermarket
Carrefour opened "The Black Supermarket," a pop-up store selling illegal, unregistered fruits and vegetables to defy an absurd law limiting biodiversity. This bold act challenged agrochemical lobbies, sparked public debate, and ultimately led to a new EU-wide law supporting seed diversity.
Intermarché: Sugar Detox
Intermarché tackled sugar addiction by launching a yogurt six-pack with progressively decreasing sugar levels, using a physical product to retrain consumers' palates and prove that standard products are unnecessarily sweet through a step-by-step detox experience.
Intermarché: Inglorious Fruit & Vegetables
Intermarché launched a campaign to sell "ugly" fruits and vegetables at a discount, aiming to reduce food waste by challenging consumer perceptions of imperfect produce and proving that these misshapen items are just as delicious and nutritious as their perfect-looking counterparts.
Intermarché: The Freshest Fresh Orange Juice
Intermarché launched a fresh orange juice brand whose name dynamically changed every minute to reflect its exact creation time, proving unparalleled freshness and health benefits. This ingenious real-time labeling disrupted the competitive market, making fun of traditional claims and significantly boosting sales and store traffic by offering tangible proof of quality.