System U "Transparency" (2015) 1:37 (France)

U is a French supermarket chain. To be as transparent as possible and make a better informed customer, they held a stunt at their Super U store in Thourotte. Customers were able to find out about the values behind their favorite “U” products. They placed a giant 3.6 m mirror made up of LED screens in the store. Using a unique device that pairs augmented reality technology with a system of layering this in HD, customers saw animated images projected of onto the big screen, featuring their shopping carts and the animated images. Far from being just an AR wank, this stunt helped shoppers understand where their food is coming from as well as express the values of U. CLIENT: SYSTEME U
CAMPAIGN: TRANSPARENCY OPERATION
AGENCY: TBWA \ Paris & Dan Paris
DATES OF THE CAMPAIGN: June 2015
AGENCY’S MANAGERS: Luc Bourgery, Claire Sassias
DIGITAL PRODUCERS: Myrtille Makuch, Hélène Royer
CREATIVE DIRECTORS: Hugues Cholez & Franck Botbol
CONCEPTION/COPYWRITER: Stéphane Kaczorowski
ARTISTIC DIRECTOR: Sébastien Skrzypczak
MOVIE PRODUCER: Else
MUSIC & SOUND PRODUCTION: Else