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Audio branding

Auchan

publicité Auchan

Chut! on vous écoute has produced Auchan’s new sound identity and its ‘With pleasure’ tagline.

Read the case study to find out the story behind the solution.

Auchan

Case Study

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In 2020, Auchan entrusts the agency Ores Group with the task of rethinking its global communication (print, TV, web, radio). It was only natural that Ores turned to Chut! on vous écoute to take charge of the creation of a new sound identity, and to embody the brand’s new slogan “It’s the people who make the difference.

2020 TVC

Auchan

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Brief.

How can you develop fast, get noticed, and differentiate yourself from your competitors who offer musical worlds built around large commercial synchros or highly ‘vocal’ and aggressive sound identities?

Radio clip

To listen

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Our approach: capitalise on the brand’s musical history and restore the title ‘Mr. Sandman’ to the heart of the audible device with a modern, authentic and much more emotional twist.
We gave this iconic track an intimate, cosy ambiance featuring subdued, raw and sincere guitar and vocals. An unpolished reorchestration that breaks with the original codes of the song and creates a direct connection with the public.

We worked with the singer Bessa, who produced a simple, personal interpretation of this track that was a pure gem of emotion.

The console

Auchan

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For the Christmas campaign, we are continuing to develop the sound identity with a new adaptation of the track. This time, we opted for a minimalist reorchestration on piano to highlight the video’s softness and lyricism.

Auchan unveils its new ‘With pleasure’ signature sound via a new TV spot. Designed to accompany this anti-hero on the most whimsical of shopping trips, we wanted to create music that was both very slow and upbeat. Naturally, then, for the new adaptation of Mr. Sandman, we chose a blues feel with an ultra ‘70s soul tempo.

With pleasure

TV ad

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What if Father Christmas came from the sea?

TV Spot

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December 2021, Father Christmas is disguised as a fisherman. The natural, rural setting of the film, the sea, fishing and a tender story inspired a new adaptation of ‘Mr. Sandman’. A pared down, folk version, enhanced by Neeskens’ gentle tones.

For the start of term 2022 we put together a totally new, reworked version of Mr. Sandman and gave it a childlike, playful vibe.

Back to school 2022

TV Spot

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Auchan Christmas

Auchan

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For the holiday season, we completely reworked Mr. Sandman, giving it a jazzy, gentle, festive feel.

Result


Music + Sound Awards 2022
Best Re-Record or Adaptation – Auchan With Pleasure


Club des DA 2022
White/Silver Boule award : Synchronised music adapted for Auchan With Pleasure

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