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Saint Maclou

Mister Tuto

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  • Challenge

    Forget everything you thought you knew about Saint Maclou. The brand has been operating for 5 years a silent revolution that it reveals in communication to all the French in its new campaign.

  • Solution

    The campaign « Mister Tuto » starts on February 17th in prime time on TF1.

    A 45s film then 20s formats on TV, cinema and on the web that highlight the efforts made by the brand. On products first, with of course the traditional carpets and rugs, but especially with an offer now structured around the floor, walls and windows. Then, on services with the honoring of the 400 salaried installers of Saint Maclou who allow the brand, from product to pose, to promise consumers « We do everything to make your home beautiful ».

  • Results

    The pose is at the heart of the new campaign that marks the return of Saint Maclou on TV for more than 25 years.

    Full of humor, the campaign was imagined by the agency of Saint Maclou, Proximity and its retail entity Buy Proximity. Under the creative direction of Matthieu Elkaïm and Benjamin Dessagne, it was directed by Bart Timmer, accustomed to comedies and staging subtle and offbeat. A campaign that finds its extension on the web with an original activation device called « I saw a tuto ».

    Let it be said, the discreet Saint Maclou is well returned to the conquest. All this, without ever looking at any tutorial.