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Creative

La Redoute's Poignant Ad Brings Families Together Through Changing Times

Fred & Farid Paris and Quad Stories' Géraldine Nakache tell the moving story of a young girl getting to know her father's new partner

La Redoute's Poignant Ad Brings Families Together Through Changing Times

La Redoute, a historical French retailer founded in Roubaix more than 180 years ago, has always aspired to be close to women and their families, being there throughout the ups and downs of their lives. Under the direction of Nathalie Balla and Eric Courteille, the brand has undergone certain transformations over the last five years, reinventing itself to adapt to changes in the market, technology and customer interest, with the aim of becoming one of the top ecommerce sites for fashion and home furnishings.

In addition to its own brands, La Redoute Collections, La Redoute Intérieurs and AMPM, La Redoute also proposes a marketplace, featuring brands for the whole family. With its wide range of services, it has been able to strengthen its position and keep up with the ever-changing nature of retail.

La Redoute and Fred & Farid Paris have worked together since 2013, redefining the brand’s mission and targets. In this new campaign, they wanted to emphasise the role the retailer has played in families’ lives, generation after generation, its presence and the solutions it provides in all sorts of situations, whatever life has in store.

The campaign’s heroine is a 14-year-old girl called Lou. She lives at her mother’s one week and her father’s the next, but her routine is disrupted when her father’s girlfriend moves in.

La Redoute and Fred & Farid Paris called on the talent of French actress, Géraldine Nakache, who previously directed and starred in the award-winning film Tout ce qui brille. It was her first time directing a TV ad. This authentic and moving film is accompanied by the track Une Minute by French singer/songwriter Pomme.


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Agency

Agency: Fred & Farid Paris

Client

Client: La Redoute

Title of ad: Lou

Chief Creative Officers: Fred & Farid

Brand SupervisorS: Amélie Poisson, Marie Guillemot, Maylis Lasagesse, Mélanie Dufour

Agency Supervisors: Séverine Autret, Olivia Abols, Grégoire Bazin

President / Executive Creative Director: Olivier Lefebvre

Art Director: Yann Rougeron

Copywriter: Yann Rougeron

Social Media Lead: Anthony Bober

Agency Producer: Aurélien Mérigaud

Production

Production Company: Quad Stories

Production Company City: Paris

Producer: Sayde Bayrak

Director: Géraldine Nakache

Cinematographer: George Lechaptois

Line Producer: Camille Lipmann

Assistant producer: Valentin Gerardin

Post Production

Post-Production: Fix Studio

Post Producer: Claire Prudhomme

Editor: Dorian Rigal-Ansous

Colour Grader: Arthur Paux

Graphist: Youenn Denis

Music and Sound

Music Production: Massive Music Amsterdam

Music Supervisor: Pierre Carnet

Music: Pomme / 'Une Minute'

Sound Post-Production: Benzene

Sound Post-Producer: Benjamin Desplanques

Place of shoot: France

Category: Online retailers , Retail and Restaurants

Genre: Dialogue , People , Storytelling