Great use of a medium here, specifically Instagram stories. Garance is a lingerie brand made for breast cancer survivors, with the mission of helping women reconquer their femininity damaged by the disease. The French retailer Monoprix will be the first to carry Garance.To announce this, they created #ReversibleStory for Instagram. When you watch the story forward you hear a very sad story about how breast cancer destorys your self-esteem when it comes to femininity and feeling beautiful or desirably or sexy. However, when you play the story backwards the message becomes positive and full of hope.

Brand:
MONOPRIX

Brand Management: Florence Chaffiotte, Nicolas Gobert, Stéphanie Jallet

Agency: ROSAPARK
Co-founders: Jean-Patrick Chiquiar, Gilles Fichteberg and Jean-François Sacco
Associate Director: Quentin Labat
Account Director: Bérangère Puch
Account Manager: Armelle Pissavy
Senior Strategic Planner: Alexandre Ribichesu
Creative Director: Gilles Fichteberg
Creative Team: Yara Dalens & Bénédicte Morin
Copywriter: Louise Mussot
TV Producer: Thomas Laurent
PR: Mélanie Colleou & Theda Braddock

PRODUCTION:
Director: Valérie Donzelli
Producer: Julie Matthieu
Director of Production: Tom Bertrand
Sound Post-Production: Schmooze
Image Post-Production: Digital District

about the author

kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.

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