Bilel MahjoubSenior strategist

(1) The challenge

In 2013, Heetch came as a troublemaker in the ride-hailing app market; they’re now 2nd in the category against Uber. How can they become a powerful brand that people really care about?

(2) The strategic response

Heetch needed to be known. But we discovered the brand was already well-known among people we often fail to consider: those living in the poor suburbs of Paris.

More than 80% of the app’s rides involved suburban trips, and Heetch was already rooted in street culture (rap, movies, stand-up comedy...). This cultural legitimacy is a real strength, and we decided to leverage it. But rather than just using the “banlieues” and their culture for clout, as many brands do, we made the strategic choice to become useful to them instead.

(3) The work

(?) Why I think it’s cool

Building a bridge between a brand’s real cultural footprint and the business opportunity that lies behind it is a rare thing. All the more so in a space that ties into my personal identity and where I come from.

(1) The challenge

The Olympic Games in Paris are a once-in-a-lifetime opportunity for brands in France, especially if you’re not an official partner. But how can you stand out against a giant like Uber, which will be everyone’s go-to option when transportation becomes a challenge in Paris this summer?

(2) The strategic response

The Olympics are being promoted as a grand celebration for France, but for Parisians and those in the suburbs, they are already making daily life nearly impossible. Heetch is here for them, now more than ever.

We’ll even encourage tourists and visitors to use the VTC service they already know, Uber, so that true Parisians and suburbanites can keep Heetch all to themselves.

(3) The work

(?) Why I think it’s cool

It’s good to remind people that the Olympics are often a real pain in the ass for the people who live in these cities, but above all, it’s smart to take advantage of Uber’s hegemony around the world to reinforce our legitimacy and strength at a local level.

(1) The challenge

Aptamil has been a leader in France for many years, but fierce competitors nibble away a little more every year. Aptamil decided to be vocal around a worthy cause that could both maintain their leadership in the category and continue to make them the best ally for mothers.

(2) The strategic response

We found that more than 70% of mothers feel mentally exhausted, especially during the 4th month after giving birth: social pressure silences them about the tough reality of postpartum, depriving them of being able to ask for support when they need it most.

Aptamil spoke out on this, encouraging the support system of new moms to help and relieve them.

(3) The work

(?) Why I think it’s interesting

The brand already had initiatives linked to the mental health of new mothers, but nobody knew about it because the brand didn’t dare speak out on the subject. We had to convince the client of the relevance, and their legitimacy, of speaking out on this social taboo.

(1) The challenge

In 2022, Veet Men launches a depilatory cream for men’s intimate areas, in a market that is overwhelmingly dominated by razors and trimmers. How to launch a product whose usage is marginal and can be taboo or even scary for many men?

(2) The strategic response

Speaking with men, scouring Reddit, and delving into client studies, we realised that men who removed hair from their intimate areas did so for mainly one reason: their own physical sensation.

This new kit was an opportunity to craft an ode to the feeling of freedom that comes with having no hair down there.

(3) The work

(?) Why I think it’s cool

Changing habits is extremely difficult, even more so when it comes to intimate parts... and given the results (on brand items and business), this campaign has aroused the curiosity of plenty of men who have considered putting away their barbaric blades to try (and adopt!) this new, gentler solution. And also making a film with flying balls is hilarious.

(1) The challenge

AMI, a small, affordable electric car, first launched to appeal to young city-dwellers in their thirties, designed to be an alternative in overcrowded and polluted cities. But one year after the launch, aside from Parisian hipsters and car enthusiasts, no one had heard of AMI. How could we turn it into a catalyst of modernisation for Citroën?

(2) The strategic response

Driveable from the age of 14, AMI was designed for those the automobile industry was not interested in: those not old enough to have a car. And being a teenager in the countryside is being stuck: everything is too far, buses never run on time if they run at all, and you always have to ask mum and dad for a ride.

AMI is a genuine means of emancipation for those teens who have a social need to get around freely, safely and sustainably. We targeted on social both parents and teens, with specific reasons why they should buy an AMI... for each.

(3) The work

(?) Why I think this is cool

The automotive industry is at a turning point: many challenges but not always the means to meet them. Seeing AMI as an opportunity for Citroën to play its part in this transition, while tackling a social issue that has been given too little attention by other auto brands, was what made this a great campaign to work on. And this target shift worked: we’ve seen a lot of TikToks and articles about (rich) teenagers getting an AMI from their (rich) parents after the campaign was launched.

(1) The challenge

For their European launch, almost 10 years after the release of the previous opus, Bandai Namco wanted to make a strong comeback by targeting the common gamers who were not familiar with Tekken, and potentially did not care. Gamers on average buy one or two games a year, and this year, it needed to be Tekken: a niche style of game, with a vast lore that’s hardly exploitable aside from fan service. And the icing on the cake: “it’s a fighting game, but we’re not very comfortable with the idea of showing violence”, clients said... right.

(2) The strategic response

Versus fighting is a niche, yes, but there’s nothing more approachable than versus fighting: instantly easy to get to grips with and highly rewarding. Pick up the controller, press down everywhere, see the colours, the moves, win... you don’t understand how, but you’re as excited as you are surprised.

The essence of versus fighting is a gigantic invitation to make spectacular combos in a giant party. The pre-fight excitement perfectly embodies this universal thrill, that moment when nothing happens but the adrenaline of the moment to come is already present and shared by all.

(3) The work

(?) Why I think it’s cool

Because it’s one of my favourite games and I’m the best Yoshimitsu you’ll ever see.