The client and the challenge
A mass-retail commercial operation gives no warning: when the window opens, it is non-negotiable. For the summer campaign of the Elsay range, the house multifunction food processor, the question was not whether the idea would be good. It was whether it would be produced in time. With an added difficulty: two very different audiences to convince at once, young professionals and mothers, who respond neither to the same arguments nor to the same codes.
What we understood
Break with mass retail's institutional codes: on social platforms, an ad that looks like a flyer is ignored. It took creatives designed for each audience, in the platforms' codes, produced at a pace most classic production chains simply cannot hold: brief, agency, back-and-forth, validation, shoot... ten days are never enough.
What we did
Eighteen creatives, eight videos and ten statics, designed, shot and delivered in ten working days. Two distinct creative lines, one per audience, each with its angles and formats. That pace is not a one-off feat, it is an organisation: one team across the whole chain, from creative strategy to editing, in the same offices. No brief waiting, no vendor discovering the project midway, no trade-off between speed and quality.
Responsiveness is not a sales promise. It is an organisation.
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