McCann Paris, consulting and advertising agency of McCann Worldgroup, and The Good Life magazine reveal their first paper campaign: “Don’t Let Your Trip, Business or Shopping Go Wrong.” Published in several French magazines in April, the campaign spotlights the true value of press and journalism, namely the verified information among online reviews. McCann Paris then imagined three stories that underline the importance of press reliability towards consumers, even though 62% admit taking a decision according to online reviews.
Nowadays, 63.6% of consumers say they check Google reviews before relying on a business. But, even if reviews are now a norm, they have their own limits. Whether it is for businesses, holidays or shopping, there are millions of fake or bad reviews and addresses on the web, and those can lead to bad consequences for millions of people.
At a time when anybody can create any content on any media platform, this campaign highlights the critical role of journalism and the importance of qualitative content: verify, compare, and inform. The campaign’s objective is to help consumers make good decisions and, consequently, save time.
Sprinkled with humour and irony, McCann Paris created three storylines with business cards. The first card showing an attractive motto, while the the last one telling a bad-end situation. Each card represents a bad decision that brings to another one, before ending in a complete disaster.
Riccardo Fregoso and Julien Chapolini, Executive Creative Directors at McCann Paris, explain that “telling stories with business cards is a true challenge. This is why we had to make them as realistic as possible. We wanted to write two different storylines, one that could be read from top to bottom and the other one the other way around”.
Account Director: Hélène Royer
Art Director: Romain Benard, Sonia Presne
CEO: Bruno Tallent
Copywriter: Vincent Rebouah
Creative Agency: McCann Paris
Creative Director: Sébastien Boutebel
Executive Creative Director: Riccardo Fregoso & Julien Chiapolini