Not every nutrition lesson begins with numbers. Colorfood begins with color, using a simple visual idea to encourage children to think differently about what goes on their plates.

Created by Auchan with TBWA\Paris, the initiative responds to a growing public health concern by introducing an approach that makes balanced eating easier for children to understand. Instead of leading with restrictions or complex advice, the campaign presents healthy eating through a language that is familiar, playful, and easy to recognise.

Colorfood Responds to a Growing Concern Around Children’s Nutrition

The campaign is grounded in figures published by the French National Health Insurance in February 2025. According to the study, 20% of children between the ages of 6 and 17 in France are overweight, including 5.4% who are obese. The report also warns that, without effective action, one in three children in France could be affected by 2030.

Alongside larger portions and meals with higher energy density, the study points to another issue. Highly processed, monochrome foods have become increasingly common in children’s diets. Often referred to as “beige food,” these meals have gradually replaced the variety that contributes to a more balanced diet.

Rather than approaching this challenge through warning or restriction, Colorfood introduces a different perspective. The campaign is built around one clear idea: a balanced meal is a colorful meal.

A Simple Creative Idea That Makes Nutrition Easier to Understand

The strength of the campaign lies in its simplicity.

With support from nutritionists and health specialists, Auchan developed an educational approach that encourages children to combine different food groups when building a meal. The recommended balance includes:

• Protein: 80 g
• Carbohydrates: 40 g
• Vegetables: 80 g
• Fruit: about the size of a clementine or kiwi
• Dairy: 125 g of yogurt or 30 g of cheese

Rather than asking children to remember nutritional guidelines, the campaign gives them something more immediate to look for. A plate filled with different colors becomes an easy way to think about variety, helping reinforce the importance of combining food groups as part of everyday eating.

Bringing the Idea Beyond the Plate

Developed by TBWA\Paris, the campaign extends the same idea across multiple touchpoints, including in-store activations, a music video, and social media.

Launching for World Education Day and ahead of World Obesity Day, the initiative combines education with public awareness while keeping its message consistent. Wherever the campaign appears, the focus remains the same: helping children engage with healthier eating through play.

Why Colorfood Works

Creative ideas often become memorable because they simplify something that already exists rather than adding something new.

That is where Colorfood finds its strength.

The campaign does not introduce another nutritional rule or ask families to learn a new system. Instead, it reframes balanced eating through a visual cue that children can understand almost instantly. Color becomes an invitation to explore different food groups rather than a lesson that needs explaining.

It is a small shift in perspective, but one that makes the message feel more approachable while remaining closely connected to the nutritional guidance behind it.

Final Thoughts

Colorfood shows how creativity can make an important subject easier to understand without reducing its significance. By turning balanced eating into something children can recognise at a glance, the initiative transforms nutrition from a list of recommendations into an engaging visual experience.

For Campaigns of the World, the work stands out for the clarity of its creative thinking. It takes a complex public health conversation and expresses it through a simple idea that remains consistent from insight to execution, demonstrating how creativity can help make everyday habits easier to embrace.

Credits
Campaign: Colorfood
Agency: TBWA\Paris
Brand: Auchan
AUCHAN Leads: Sandrine Burgat, Laurence Dang, Hélène Marot, Charlotte Desmarescaux, Jade Gailliez
TBWA Leads: Guillaume Pannaud, Olivier Rippe, Matthéo Pressmar, Maëva Jordan, Zoé Longuet, Lisa Delalande
Strategic Planning: Nicolas Orsoni
Executive Creative Director: Faustin Claverie
Associate Creative Directors: Lucie Vallotton, Vincent Cusenier
Art Director: Ronan Coursin
Copywriter: Alessandro Cerutti
Art Buying: Elise Kubler, Carine Galuffo
Illustration and Film: Alexandre Nart
Object Design: Clémence Germain
Production: Bruno Louis
Photographers: Blaise, Zoé
Lyrics and Music: Guillaume Aldebert
Arrangements: Christophe Darlot, Hubert Harel
Mixing and Mastering: Christophe Darlot
Publisher: Ah Bon Publishing
Sound Production: ELSE
Head of Music and Sound: Olivier Lefebvre
Music Supervisor: Ferdinand Huet
Sound Director: Ambroise Cabry
Business Affairs: Nefssetou Gassama
Head of Design: Kou Yang
Head of Production: Sandra Delfosse
Case Film Production: Pétronille Desforges
Camera Operator and Cast Direction: Coraline Bennetti
Electrical and Lighting: Colombe de Gonneville
Editing and Post-production: Carla Perret
Social Media Leads: Marceau De Bouteiller, Claire De Jaurias, Alex Jean-Baptiste

This campaign is about:
Colorfood, Auchan, TBWA Paris, Healthy Eating, Childhood Nutrition, Public Awareness, Retail Campaign, Food Education, France, Integrated Campaign, Marketing Campaign, Integrated Campaign, Video Campaign

 

 
Paris-based ride-hailing app Heetch has low awareness in a market dominated by Uber. With a limited budget of €15,000 ($17,000) and no media budget, Heetch wanted to create a campaign to raise awareness of its brand and convince Uber users to choose Heetch instead for their next rides.
 

 
Working with Marcel, Paris, Heetch identified restaurants around Paris that deliver their food to customers using Uber Eats. Working with these restaurants, Marcel created 12,000 Heetch-branded meal boxes designed to transport the food made at those restaurants, such as burger boxes and noodle pots.

Each piece of packaging was printed with a message such as ‘We too are hungry, but not for our drivers’ money,’ ‘We won’t make you change your favorite meal. Just your ride-hailing app’, and ‘Your pizzeria pays its taxes in France. Why not your ride-hailing app?’ – all targeted at Uber.

Heetch distributed the packaging for free at its chosen restaurants and the stunt launched on the evening of Sunday 21 March (Sunday night is when Uber Eats most active). When customers ordered a participating restaurant on Uber Eats, they were presented with the custom Heetch packaging.

Credits
Brand: Heetch
Campaign: Uber Heetch
Tags: Guerrilla, Reframing, Creative Strategy, Stunt, Design, Creative Commerce, Creative Solution, France, Europe, Delivery, Food, Award-Winning, Outdoor Advertisement

 

 
Following two years of consultation and intensive international negotiations, the 193 Member States of UNESCO have agreed to adopt a normative framework on the ethics of artificial intelligence, combining impact-oriented actions and universal principles. Among the issues covered by these actions and principles, probably one of the most urgent is the right to privacy.

Privacy is a human right. And even Artificial Intelligence must respect it. To launch our AI ethics recommendation, UNESCO is proud to introduce you to The Cookie Factory. No more tracking nor targeting, the Cookie Factory will shape a brand-new online identity for you. Choose who you want to be among 40 profiles; our AI will navigate the web to collect the finest cookies. When it’s ready, you can browse as usual…except everything has changed. Bookmarks, browser history, recommendations…even the ads trackers will think you are someone else. And you can watch your browser watching you.

Download the extension

Credits
Advertising Agency: DDB PARIS, Paris, France
Client: UNESCO
Campaign: Cookie Factory
Category: Digital Campaign
Tags: Experiential, France, Public Interest, Data Privacy

Action Against Hunger have been working in the field for 40 years and have witnessed the experiences of the populations they work with.
In recent years, events linked to the climate emergency have pushed populations in the most vulnerable countries into increasingly precarious situations. The climate emergency is threatening production and food supply for the populations they support in the regions where they work. It is one of the main factors behind growing world hunger. Extreme weather phenomena heighten exposure to hunger, malnutrition, and food insecurity, especially among vulnerable people. If nothing changes, our collective ability to feed ourselves in the future is at risk.

Today, raising awareness of the impacts of the climate emergency on hunger is an urgent task.
The impacts of climate change on the environment are already well known, but the public is much less aware of the role of climate in worsening the problem of world hunger. Despite young people’s mass mobilisation around climate, its effect on hunger is an angle that is not talked about enough.

Action Against Hunger recognizes that the impacts of climate change have been disastrous and growing in the last four years. In its role as a humanitarian and development organisation striving to eradicate hunger and malnutrition and to meet the Sustainable Development Goals (SDG), Action Against Hunger is committed to raising awareness of the link between the climate emergency and hunger in 2021. It also promises to promote political changes that improve the humanitarian system, public development aid, international initiatives and national frameworks that tackle climate change.

Credits
Creative Director: Emmanuel François Eugène
Managing Director: Jean-Benoist Werth
Artistic Director: Quentin Delachaux
Writer Designer: Stéphane Le Frapper
Consulting Director: Alexandre Pecard
Project manager: Manon Nion-Guillot
Media Agency: Havas
Campaign: #UnClimatDeFaim (A climate of hunger)
Action Against Hunger
Delphine Marques, Directrice déléguée à la Communication
Lorena Rodriguez Alvarez, Responsable Mobilisation et Campagnes
Marie Tapia, Chargée Mobilisation et Campagnes

“The sovereignty of the people and the freedom of the press are two entirely correlative things,” Alexis de Tocqueville. Some crises can act as revelators. What was striking during the Covid-19 crisis was this deep dependence on public goods such as water, transit, health infrastructure, and equipment… Goods are so common that we forget how vital they are. Information is one of those fundamental assets. The role of journalists in a society is to inform, investigate and denounce. More than just a right, press freedom is the sine qua non-condition for any democracy.

If people do not know what is happening in their society, if their leaders if economic, moral, or religious powers act under the veil of secrecy, no one can act. Through 5 symptomatic questions of today’s world and by confronting readers directly with the effects of censorship, UNESCO asks us about the individual and collective consequences of a lack of press freedom. Without this possibility to ask questions: those that annoy, those that disturb, we are all deprived of information, and by the same action.

To silence a journalist is to silence all of us.

Credits
Client: UNESCO
Campaign: #QuestionsThatMatter
Advertising Agency: DDB Paris, France
Agency Supervisor: Vincent Leorat, Mathieu Bliguet, Justine Roux
Executive Creative Director: Alexander Kalchev
Copywriter: Léa Laurenza
Art Director: Idriss Dabre
Press Relations Director: Anne-Marie Gibert
Planner: Cédric Ledoux
Social Media: Sébastien Balondrade
Print Producer: Jocya Mallet
Art buyer: Corinne Persch, Gaëlle De-Pompignan

An interactive billboard was conceived to make careless pedestrians realize the danger of their behavior. Equipped with a motion detector, speaker, and camera, the smart billboard makes the sound of screeching tires whenever a pedestrian attempts to cross while the red man is lit. The frightened faces of these pedestrians are projected directly onto the billboard and shown alongside the caption: ‘Don’t risk looking death in the face. Check the lights and cross safely.’

Credits
Advertiser: DRIEA / Parisian Road Safety Authority
Campaign: Virtual Crash Billboard
Advertising Agency: Serviceplan, Paris, France
Chief Creative Director: Hervé Poupon
Creative Director: Daniel Perez
Art Director: François Lesaint
Copywriter: Benjamin Coche
TV Producer: Renaud Chabert
Production Company: Trinity films

About 258 million children and youth are out of school, and do not have access to education. Forcibly married, forced to work or enlisted in an armed conflict… governments urgently need to act.

Credits
Agency: Notchup
Advertiser: Coalition Education
Country: France
Creative Director: Philippe Robin
Art Director: Tristan Omnes
Copywriter: François Dupuy

Many road safety communications use feelings of fear and guilt to change people’s behaviours on the road, showing the worst that can happen. They wanted to try the opposite approach: an entirely positive celebration of life. The strategy was to compare people’s deepest desires to all the immediate temptations on the road, like answering a phone call or running a stop sign. Then, they looked for the most relatable execution. They didn’t want to show over-the-top unforgettable moments, but rather the simple, ordinary, cheerful slices of life, like a guy singing in his bath, a couple making love, a father and his child and a family playing a game. All these small moments make life worth living.

Challenges: The first challenge was to find suitable scenes. They wrote dozens of moments before choosing the right ones. It couldn’t feel scripted; it had to be very simple, almost nothing, yet something nice to watch. The second challenge was more of a direct one: make all these little stories sound true to life. They had to capture the perfect choreography, light and acting in one single take. Director Arnaud Desplechin did a great job, and his long experience in cinema certainly helped.

Credits
Client: Délégation à la sécurité routière
Website: https://www.securite-routiere.gouv.fr/
Category: Road Safety campaign
Client Management: Marie Gautier-Melleray
Agency: DDB Paris
Executive Creative Director: Alexander Kalchev
Creative Directors: Alexis Benbehe & Pierre Mathonat
Copywriter: Benoît Oulhen
Art Director: Mickael Jacquemin
Agency Producers: Corinne Persch & Gaëlle De Pompignan
Account Management: Vincent Léorat, Andéole Vu Dinh Ba & Romane Philippe
Planners: Sébastien Genty & Déborah Tapia
Production Company: Phantasm
Director: Arnaud Desplechin
Producer: Gary Farkas
Post Production: Mikros & MPC
Sound Production: Maul Productions & Studio5
Music: Véronique Sanson, Chanson sur ma drôle de vie

Credits
Advertising School: EFAP, Paris, France
Copywriter, Art Director: Charles Peltier

There is a new form of Racism that is ‘ordinary’ in this form of Racism, people don’t act harsh, but their mindsets are framed so that they are indulging in Racism without even considering them racist. These thoughts are fed to them with the spread of hateful messages, images, and whatnot. It is fear that causes Racism. It is fear of death, job, enemy, or anything. The fear is unreal, but these social media messages make it look almost real and promote deep-seated Racism among people.

Faces of Fear successfully highlights the most important issue of the forthcoming decade: social media hate speech and Racism. It’s high time for everyone to think rationally and not frame opinions because of such hateful news and messages.

Credits
Client: LICRA
Campaign: Faces of Fear
Executive Officer: Mario Pierre Stasi
Administrative Officer: Stéphane Nivet
President of the Strategic Committee: Gérard Unger
Communication Manager: Arthur Loubatié

Agency: Publicis Conseil
President overseeing creativity: Marco Venturelli
VP Publicis Conseil: Alexandra Evan
Art Director: Clément Palouzier
Copywriter: Antoine Querolle
Strategic Planner: Didier Tavares
Executive Director: Gaëlle Morvan
Account Manager: Laurent Enet
Account Manager Assistant: Aurélie Guine
Process Manager: Claire Diot

Film Production: Prodigious
Director: Akim Laouar
DOP: Christophe Grelier
Producer: Thierry Delesalle
Production Directors: Romain Guilbert, Charles Ramaré & Luc Annest

Photographer: Philippe Gueguen
Art Buyer Director: Nathalie Maudet
Art Buyer: Nathalie Benchetrit
Retoucher: Sophie Cazade (La Souris)

Studio: Les studios de la Montjoie
Studio Producer: Xavier Pleche
LED Screens: MursDeLeds
Robot: Neo Motion control
1st Director Assistant: Alexandra Kan
2nd Director Assistant: Antoine Gay
1st Machine Operator assistant: Fabienne Delaleau
Electrician Chief: Benoit Dupont
Casting Director: Mourad Framera

Post Production – Sound: Prodigious
Studio Assistant: Arnaud Galabbe
Sound Engineer: Laurent Lavaud
Sound Design: James Vacherot
Sound Producer: Remy Dorne

Post Production – Image: Reepost
Edit: Jordan Amicelle
Calibration: Lydia Lopez
Flame: Adrien Lepineau, Eric Alcuvilla
Post Producer: Loundja Oussana
Composer: Max Zippel

Sponsor a child

Credits
Client: Vision du Monde / World Vision
Campaign: Here / Over there
Advertising Agency: STEVE, Paris, France
Executive Creative Director: Guillaume Lartigue
Creative Director: Edouard Dorbais
Art Director: Lisa Grosjean
Copywriter: Morgane Bour
Account Director: Diane Deplas
Project Manager: Marie Averseng
Production Company: Sovage
Producer: Willy Morence

Credits
Client: Burger King
Campaign: Whopper to the Future
Advertising Agency: Buzzman, France
President and Executive Creative Director: Georges Mohammed-Chérif
Vice – President: Thomas Granger
Managing Director: Julien Levilain
Creative Directors: Tristan Daltroff, Louis Audard
Art Director: Louis Audard
Copywriter: Tristan Daltroff
Art Director Assistant: Vincent Tavernier
Head of Account: Loïc Coelho
Account Executive: Benjamin Nollet
Head of Social Media: Julien Scaglione
Social Media Consultant: Félix Brunot
Social Media Consultant: Arnaud Cherbonnier
Head of PR & Communication: Amélie Juillet
PR & Communication Manager: Paul Renaudineau
Head of TV Production: Vanessa Barbel
TV Producer: Assya Mediouni
Production: Mecanique Générale
Sound Production: Schmooze

Renault has helped create the first 100% electric town by giving every household in the town of Appy in the Ariege region of France a New ZOE to experience for three years in a pioneering new scheme to prove electric mobility can be suitable for all.

However, it’s not as straightforward as it first appears. Appy, situated in the Ariege region in the south of France, is one of the most isolated towns in the country. That shouldn’t be an obstacle though, as the New ZOE’s 245-mile range and broad charging capabilities will help demonstrate that it’s easier than ever to move to electric vehicles and that it’s not just the reserve of those living in urban areas.
With New ZOE’s strong sales climbing since its introduction earlier in 2020 and with more than 100,000 models on the road across Europe, it’s already proving to be a hit among a range of buyers. In the remote rural town of Appy, all households receiving a New ZOE will be provided with a home charger – just like all customers in the UK – and there will be a public charger for the town. When plugged into a DC charger, the New ZOE’s 52kWh battery can be charged to 90 miles of range in just 30 minutes.

Appy residents will run the ZOEs for three years, sharing their impressions and experiences with Renault, in a first-time scheme that will likely inform and help understand the way customers interact with and use electric vehicles for daily use. If the inhabitants of one of the country’s most isolated towns can adopt an electric way of life, it’ll prove that everyone can. That also means the myths around buying and running an electric car can be dispelled once and for all.

With the electric vehicle market tripling in the first quarter of 2020, there’s no better time to switch to electric, and the new Renault ZOE delivers an impressive 245-mile range, the latest infotainment technology and DC fast-charging capability, the result of being at the forefront of the electric car market and innovation for the last eight years.

The New ZOE is the culmination of those eight years of EV success, winning multiple awards despite only being on sale for a matter of months, with healthy order banks bucking the trend of the broader market.

Appy residents – along with regular ZOE owners – will be benefitting from a range of advanced features that come as standard on one of the New ZOE’s several attractive trim levels. This includes recycled seat material on selected models, a 10-inch TFT Drivers Instrument Display, intuitive EasyLink touchscreen infotainment systems in a range of screen options up to 9.3 inches in size, and a suite of Advanced Driver Assistance Systems to ensure driving a ZOE is as comfortable and safe as possible.

It’s never been easier to buy a New ZOE. With the Renault Virtual Showroom, customers can research their purchase from the comfort of their home via a one-to-one appointment with a Renault guru. At the same time, the Online Stock Reservation tool enables potential buyers to browse a range of New ZOE models available to drive away in a matter of days. Finally, the Remote eSign Portal enables swift and easy finance agreements and signing, again, all from the comfort of home.

Available online and in Renault retailers, the New ZOE is available until the 30th September with £1,000 off as part of its Switch incentive, meaning the ZOE i Play R110 Z.E.50 can be yours for as little as £279 per month with a £2,250 customer deposit on a 2-year 0% APR PCP plan.

All New ZOE models also come with a free home wallbox for faster home charging, 5-year, 100,000-mile warranty including three years’ roadside assistance and 8-year, 100,000-mile warranty on the battery.

Source

Credits
Brand: Renault
Product: Renault Zoe
Advertising Agency: Publicis Conseil, Paris, France
President overseeing the creativity: Marco Venturelli
Executive Creative Director: Marcelo Vergara
Copywriter: Guillaume Sabbagh, Corentin Salignat
Art Direction : Corentin Salignat, Guillaume Sabbagh, Marine Badel
Account Director: Guillaume Foskolos
Account Managers: Gaëlle Morvan, Laurent Enet, Margot Zandonella
Strategic Planning: Didier Tavares
Digital Manager : Jérôme Goldman, Laura Ceylan
TV Producer: Nelly Cohen
Process Manager: Claire Diot
Director: Emmanuel Le Ber
Chief Operator/DOP: Emmanuel Bernard
Production Company: BIG
Producer: Pierre Rambaldi
Production Director: Nicolas Avram
Post-Production Director: Natacha Dolard
Account Director: Vincent Renonciat
Managing Director Fuse France: Bertrand Nadeau
Account Manager: Barbara Fleury

This campaign is about:
Publicis, France, Renault, Automotive, Wallbox, Smart electric car charging stations, Electric car chargers, Electric vehicle, Electric Car, OOH, Marketing, Direct Marketing, Experiential campaign, Electric vehicle village, Appy

The campaign challenged individuals to create a video of themselves demonstrating the PLS technique and sharing it on social media with the hashtag #PLSChallenge. The idea was to encourage as many people as possible to learn the technique and spread the word about the importance of first aid.

Several French celebrities and influencers participated in the campaign, including soccer players Kylian Mbappé and Antoine Griezmann, who helped to promote the challenge on their social media accounts. The campaign also received support from various media outlets, such as radio stations and television programs, which helped to increase its reach.

The #PLSChallenge campaign was a success, generating thousands of social media posts and reaching millions of people across France and beyond. The campaign not only helped to raise awareness about the importance of first aid but also encouraged people to take action and learn a potentially life-saving skill.

Overall, the French Red Cross #PLSChallenge campaign was a creative and effective way to promote first aid education and encourage people to take an active role in saving lives.

Credits
Advertising Agency: Kewl, Paris, France

Tags:
Digital Campaign, France, Public Interest, NGO, The French Red Cross, Kewl, #PLSChallenge

In some of the most innovative displays of this advertising style, creatives have materialized their vision by attaching their ads onto everyday objects. For instance, IBM’s Smart Ideas for Smart Cities campaign turned a public bench into a poster. In yet another example of ambient advertising, an Indian ad agency turned escalator-steps into pages of a hairstyle catalog for a hair salon’s marketing campaign. Another offbeat advertisement of the same category advocated the dangers of air pollution on the walls of an industrial building with a smokestack.

Such advertisements work by catching their target audience off-guard, thereby grasping a bigger portion of their attention compared to traditional marketing campaigns.

Here are some concrete examples of the decade’s best ambient advertising:-

Netflix gave a body to Italy’s most iconic middle finger

La Casa de Papel tells the stories of modern-era Robin Hoods specialized in taking over symbols of financial power. To celebrate the launch of the third part of the show, Netflix did just the same.

Two days before the official launch, Milan woke up to discover that the statue of a 15mt high, red-hooded thief had taken over Piazza Affari: the seat of Italian financial power. It did so by turning the giant middle finger created by visionary artist Maurizio Cattelan, placed right in front of the Italian stock exchange, into its hand.

The night before the launch, the takeover of Piazza Affari was completed with a public premiere screening of the first two episodes of the third part, surprising more than 5000 enthusiastic fans gathered in front of the statue.

During the whole official launch period, from the 18th and to the 22nd of July, more than 57.3K posts have been published, generating over 1.6 million interactions.

NRDC.org: Air Pollution Kills 60,000 People a Year

IBM – Smart Ideas for Smarter Cities

The Inaccessible Transit Shelter

We made a transit shelter completely inaccessible by closing it off with glass. The headline ‘Feeling Left out?’ was quickly paid off with the copy “Over 400,000 Torontonians living with disabilities do, too.’

Juice Salon – Escalator

Nike | Giannis Antetokounmpo: Mt. Olympus

McHive – The World’s Smallest McDonald’s

Some of McDonald’s restaurants in Sweden have beehives on their rooftops. The initiative started locally but is now growing. More franchises around the country are joining the cause and have also started replacing the grass around their restaurants with flowers and plants that are important for the wellbeing of wild bees. To celebrate the initiative, which is part of McDonald’s Swedens sustainability work, we created what could be the world’s smallest McDonald’s – a fully functioning beehive.

Charicycles – Stories In The Sand

At Charicycles, they believe that everyone should have access to a healthier life through cycling. And more importantly, access to do so in a safe way. Their new initiative, Stories in the Sand is a step in that direction.

Tags:
Netflix, La Casa de Papel, Publicis, Italy, ambient advertising, Canada, Public Interest, NGO, Centre for Independent Living, The City of Toronto, Netherlands, Sports, Nike, Wieden + Kennedy, Sweden, Food, McDonald’s, DDB, Charicycles, Wunderman, Stories In The Sand, IBM, Ogilvy, France