Auchan – Reinventing a Musical Heritage
sonic branding
Auchan
sonic branding
sonic logo
Advertising music
Sometimes, identity is already there
When the Orès agency approached us about Auchan, we were already quite familiar with the brand’s musical history, particularly its connection to Mr. Sandman.
The name was long associated with Auchan before it was phased out. Yet its connection to the brand remains strong. We are convinced that this represents a valuable legacy to be revived, rather than a new identity to be created.
The idea is to give back Mr. Sandman back into the spotlight and turn it into a true musical universe, capable of accompanying the brand’s many commercials while giving each one its own unique flavor.
The Best of Both Worlds
It's also a cost-effective choice.
For a relatively modest budget, Auchan can capitalize on the appeal of an extremely well-known song while retaining the freedom to reinterpret it through a variety of arrangements.
Thus, we find the power and familiarity of a popular song with nearly all the flexibility of an original composition.
Between 2020 and 2023, we are producing seven very different versions of "Mr. Sandman" : a feminine folk ballad, a rawer male rendition, an emotional piano solo, a sunny Italian version, an oldies take with hints of Odetta, slow Christmas jazz… and even an experiment with hip-hop.
The song takes on a completely different feel from one campaign to the next, without losing what makes it instantly recognizable.
An identity that also works well on the radio
To round out this project, we are creating a particularly concise “ sonic logo ” designed specifically for radio, as well as an original background track that will be used extensively.
In a media landscape where brands operate in a particularly crowded and competitive environment, this choice allows Auchan to carve out a unique position. The bed cuts through the advertising tunnel, while the “ sonic logo,” placed at the beginning and end of the commercials, immediately frames the brand’s message.
Identity is no longer merely a decorative element in advertising campaigns; it shapes Auchan’s audio presence.
Seven versions, one brand
For several years now, our collaboration with Orès has allowed us to take this concept to new heights.
Every new film becomes an opportunity to find a new way to bring "Mr. Sandman". The joy comes precisely from this challenge: preserving the song’s power while taking it into worlds that are sometimes very different.
The quality of the various versions and their ability to truly elevate the films are probably what stand out most to us about this brand identity.
The project will be recognized, among other honors, at Music+Sound Awards and in Club des DA in 2022.
What followed was a more typical sequence of events: a change in advertising agency, a change in concept, and then a change in sound identity. Today, Auchan no longer uses this brand identity.
But for three years, Mr. Sandman has shown that a musical legacy isn’t necessarily something to be kept under lock and key.
You can also use it to create things.
Here are just a few examples
Auchan - With pleasure
Original Music
Auchan - Stop counting
Original Music
Auchan - Stop counting
Original Music
Auchan - The Difference
Original Music
Auchan - The Difference
Original Music
