NIVEA × Petits Frères des Pauvres
Demain en main
Context
To bring its global purpose, “Human touch is a force”, to life in France, NIVEA partnered with Les Petits Frères des Pauvres, an organisation dedicated to combating loneliness and social isolation among older people.
Insight
For an isolated older person, care goes far beyond skincare. A touch, a letter or a moment shared with someone can provide comfort, restore connection and transform their everyday life.
Concept
Demain en main—literally “Tomorrow in Hand”—connects the power of human touch with the idea that a more caring future is in our hands. The name also plays on the French expression “de main en main”, meaning “from hand to hand”, reflecting how care, kindness and human connection can be passed from one person to another.
The initiative encouraged consumers and NIVEA employees to share moments of care while raising funds for wellbeing sessions for isolated older people.
Work: Concept development, script writing, naming and copywriting
Winning Global Pitch & Ongoing Work
Global pitch for NIVEA as part of Publicis’ worldwide team. I worked with Leo Burnett France and Saatchi & Saatchi London to develop the pitch before presenting the work to the client’s headquarters in Germany.
The pitch was successful, and I have since continued working in both French and English for One Touch, Publicis’ dedicated global NIVEA agency.
Pitch work: Copywriting and idea generation
Ongoing work: Copywriting, idea generation, market adaptation and translation
Context
As more of our relationships moved onto screens, people were becoming increasingly connected digitally, but not necessarily closer in real life.
For NIVEA, a brand built around skin, care and human touch, this created an opportunity to move beyond skincare and champion the emotional importance of physical connection.
Insight
Skin is where care, comfort and closeness are experienced.
We live in our skin for our entire lives, yet often neglect that relationship.
Big idea: Skinship
A creative platform celebrating our lifelong relationship with our own skin, and the relationships we strengthen through physical closeness.
Pitch work: Idea generation, copywriting
Ongoing work: Copywriting in ENG and FR, idea generation, market concept adaptation and translation
Armani Beauty Global Content
Publicis Luxe Paris
Context
Creating an international campaign and a series of product films for Luminous Silk Foundation with Madisin Rian, Designer Glow with Sadie Sink and Prisma Glass with Sydney Sweeney.
Each film translated a distinct product benefit into concise, sensorial storytelling.
Insight
In luxury beauty, performance has to be felt as well as understood. Within a few seconds, the audience needs to grasp not only what a product does, but how it looks, moves and feels. Each film turns the product’s defining texture into its own visual language: silk-like luminosity, revitalising glow and mirror-like shine.
Role: Script. Copywriting.
Winning global pitch for SENSEO
Leo Burnett Paris
Context
As concern grew around the environmental impact of single-serve coffee, SENSEO had a compelling product truth: 100% sustainably sourced and certified coffee, served in 100% compostable pads.
The challenge was to turn these rational credentials into a distinctive worldwide platform.
Insight
People want everyday choices that feel good and do good, without having to compromise on pleasure or convenience.
Creative idea: Coffee that makes sense.
Using the SENSEO name as a creative device, the platform gave every product benefit and coffee moment a meaningful reason to choose the brand.
Display: Print, OOH, social media, influencer activation and limited-edition packaging.
Role: Idea generator, copywriter.
Winning Pitch & 360° Brand Platform
Allard Johnson Montréal, now KBS+P Montréal
Context
Subway belonged to the fast-food category, but its made-to-order sandwiches, visible ingredients and extensive choice gave it a very different product story from conventional fast-food chains.
The challenge was to transform that difference into a distinctive Canadian positioning, and create a flexible bilingual campaign platform capable of promoting a new sandwich or offer every month across English Canada and French-speaking Quebec.
Insight
With fresh ingredients and bread freshly baked everyday Subway is a smarter choice than typical fast-food.
Big idea Think fresh. Eat fresh.
Fr: Pensez frais. Mangez frais.
The signature connected Subway’s fresh product credentials with the idea of making a smarter choice. It also inspired a playful creative world built around thinking, intelligence, tests and decisions, with the monkey becoming the campaign’s recognisable recurring character.
How the platform lived
Every month brought a new sandwich, offer and creative execution across television, radio, print, point of sale, microsites, digital banners and Xbox in-game placements, all produced in Canadian English and French.
The campaign continued throughout my two years as creative lead, alongside the creation of a new Subway Canada website. The platform and its monkey character continued evolving after my departure.
Role
Key contributor to the successful pitch and creative lead for two years, developing and overseeing the bilingual campaign across channels.
Clarins Gamification
Digital Prod Paris
Context
Clarins Beauty Factory was an existing global platform bringing the brand’s botanical ingredients and scientific expertise to life. We extended the concept into an interactive online experience.
Insight
Product education is more memorable when people actively take part in it.
Idea
We turned the factory into a game. Through a series of timed challenges, players “manufactured” iconic Clarins products while discovering their ingredients and benefits.
Role
UX and copywriting for global, followed by adaptation for the French market.
Making science easier to digest
BETC Paris / BETC Fullsix
Context
Royal Canin needed a scalable global content ecosystem that could attract pet owners through search, then support them throughout their pet’s life.
Insight
Pet-care needs change as cats and dogs grow. Expert advice is most useful when it arrives at the right moment.
Approach
Transforming complex veterinary material into clear, professional and lightly playful global English content.
This included SEO-led master articles for local markets to adapt, and a personalised CRM journey following each cat or dog from the moment they joined the family, delivering useful care, health and nutrition guidance at key stages of their life.
Role
Global English master copywriting: SEO editorial content and pet-lifecycle CRM journey.
N26 Banking
My role: French copywriter
Trans-creation of the global campaign in order to adapt it to the French market.
Context
Lacoste wanted to reinvent its VIP loyalty programme across digital and retail.
Insight
Lacoste customers do not simply buy the clothes, they identify with the brand’s distinctive combination of sport, style and French elegance.
Idea: The Lacoste Players
Practice Your Élégance.
A loyalty platform that turned customers into players and every purchase into progress. Members advanced through four levels, from Player to Confirmed, Advanced and Legend, unlocking increasingly exclusive rewards, services, content and experiences.
The platform combined a points system with personal shopping, private sales and events, alongside editorial content exploring Lacoste’s style, heritage, savoir-faire and sporting ambassadors.
Role: Programme name and signature, helped shape its reward architecture and defined the VIP content strategy. Copy style and tone for content across the website, in-store displays, leaflets, cards and member communications.
TARKETT. FLOOR SEARCH TOOL.
Choosing a floor is a stressful moment, so we’ve created a user-friendly, intuitive and customer centric experience.
Matching app / digital tool / content and real life experience.
Givenchy Valentine’s Day 2022 FR & ENG
Givenchy Christmas 2021 FR & ENG
Givenchy Valentine’s Day 2020 FR & ENG
Social Media: Campaign concept, namings and activation ideas, copy, calendar, brand content strategy, influencers, take-over…
DANETTE BELGIUM x OLYMPIC GAMES
DANETTE BELGIUM x WORLD CUP
INSTAGRAM. Concept, Copy, Activations.
EUROPCAR MOBILITY GROUP
LinkedIn. Copy, Storyboard.
ELLE & VIRE GLOBAL
INSTAGRAM. Brand content, copy, activations.
JUST EAT X COCA COLA FRANCE 2020
Naming of the operation, concept and copywriting.
SUBWAY FRANCE 2020
Facebook content strategy, concept for the monthly campaigns, calendar and copywriting.
Denfair AUSTRALIA
Content strategy (Website, Blog, Instagram, Facebook) Social media calendar, content strategy, influencers takeover, giveaway, event registration.
Quick FRANCE
Facebook content strategy, concept for the monthly campaigns, calendar and copywriting.
Kinder FRANCE
Facebook content strategy, concept for the monthly campaigns and calendar, copywriting.
Brief: To celebrate the 50th birthday of the brand, we created a campaign in which the monks, who represent the cheese, are going on a road trip around the country to meet the public.
Medium: In-store display, live event, content strategy feeding the social media and website platforms, influencer strategy.
Campaign: To increase traffic, the brand created an augmented reality in-store experience where consumers could catch golden tickets while doing their groceries.
Medium: TTL campaign + Augmented reality app.
Québec Ministry of Agriculture, Fisheries and Food.
Allard Johnson Montréal, now KBS+P Montréal
Context
MAPAQ wanted Quebecers to choose more food grown or prepared locally. The challenge was to turn a government objective into a simple, positive message that could influence everyday habits and sustain a two-year, multi-channel campaign.
Insight
Buying local can feel abstract. Eating is not. By placing Québec directly on the plate, provenance became immediate: every meal could support the land, skills and people behind it.
Idea: Put Québec on your plate.
“Mettez le Québec dans votre assiette!”
Year 1
The campaign made Québec itself the hero ingredient, celebrating the pleasure of discovering local food. One TV film brought the province to life as an intricate miniature landscape.
During the economic downturn, Year 2 revealed the 485,000 people behind Québec’s food products, connecting everyday purchases with local jobs and communities.
My role
Concept and signature, script, and copywriting of all content across print, banners, website and even recipes.
Results
Post-campaign research found that the work was very well received, particularly the television campaign. 60% of Quebecers said they checked whether products were from Québec, up from 43% in 2007. By March 2009, nearly 5,400 products carried the Aliments du Québec identification, 24% more than the previous year.
Sustainability
https://codes.cotedor.com/agir
Brief:
Encourage the consumer to buy more and reaffirm the «sustainable development» of the brand all the while keeping in mind that the product are of quality.
Answer:
The Project: The Grains of the future.
By buying a product and entering the code on the web platform, the user contributes to the planting of a vegetable grain around the cocoa plantations where the chocolate comes in the Ivory Coast. Through this action the user helps and offers an additional source of revenue for the community of cacao farmers and contribute to making their quality of life. In addition, positioned around the cocoa plantations, these plants allow to create a diversified environment favorable for the production of quality chocolate.
A complete project.
- A daily project tracking.
- Plantations with GPS coordinates
- Animated contents.
- Contests to get user participating more
- Daily animation of the Facebook page
Agency: Publicis K1 Paris
Art Direction: Marie Fiorucci
Working on the tone of voice, copy, class description, content organisation and booking tool to bring the brand closer to the people and the practice more accessible to all.
Agency: Belle Paris
Translation - Copywriting
