Auchan
sonic branding
Auchan
sonic branding
sonic logo
Advertising music
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 sonic identities?
Our approach
To capitalise on the brand’s musical heritage, using the song Mr Sandman, which had been a popular theme in Auchan ads until the 90s.
The idea was to adapt ‘Mr. Sandman’ by The Chordettes for each campaign. Giving it a different style and using it to underline the link between the images and the brand’s message.
A musical saga
Between 2020 and 2023, we composed no fewer than 7 versions of ‘Mr Sandman’ in our studios to accompany each of the brand’s TV variations, turning ‘Mr Sandman’ into one of Auchan’s brand communication pillars.
This sonic branding helped us recreate an emotional link with Auchan’s customers, while providing rare creative freedom when devising a sound identity.
The work achieved recognition, with the music from the film ‘Avec plaisir’ being awarded two prizes in 2022. (best music adaptation at Music+Sound and silver at club des DA).
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
