Only Keep the Best of France

I came across these images today and thought they were great. I didn’t realize until later they were part of a larger campaign. I love how fresh the artwork feels and the whimsical way the bars are positioned within the larger context of French life and covered in the ideal imagines we miss. Covid has gone on for so long we’re waxing nostalgic for even the authenticity of our messy cities. Credits at the bottom. I love Paris. Good stuff.

If you picture France, you’re likely to conjure up images of bicycle baskets filled with baguettes, romantic espresso dates by the Seine or standing in awe of soul-elevating architecture.

If you go to France, you might see all that, but you’ll also see your share of billowing trash, angry drunkards, lung-shredding pollution and all the other delights that come standard with cities all over the world—along with a few that are regionally specific, like incessant labor strikes.

Campaign: only keep the best of France
Brand: Le Chocolat des Français
Agency: TBWA\Paris have some fun with the duality of France through ads that show how the brand’s candy bars “only keep the best of France.”