Today we are sharing with you the first Winning Solution on BootB! This idea was chosen by Auchan as the best one at the very beginning of the year 2008. The author is ppm-team - a team of creative people from Russia leaded by Alexey Smirnov. They were the first Winner on BootB!

“New Year holidays are quite long in Russia so I thought it would be better to have something exciting to do rather than sit and do nothing. And BootB, being a sort of 2008 Santa Claus, promised a reward for this work,” said Alexey. “Some of my friends and colleagues were happy to join me brainstorming on the kitchen table. We really had a great time working and laughing. The ideas were just appearing one after another.”


The objective of the Pitch was to develop an “umbrella” concept for an Anniversary of the Auchan stores. The brief was very clear, stating that the task was to show that Auchan has the best prices. In particular the Creators were asked to propose the implementation of the concept itself in the following ways:
a. TV: Storyboard for 30 and 10 second commercials;
b. Radio: Text of commercial;
c. Posters: Final design or sketch;
d. Booklet: Cover and internal layout sample

The Winning Solution is called “Wild Prices“. Here it is!

The concept:
“There is an expression in Russian for expensive prices which is “biting prices” because they bite your budget just like wild animals. As we know in many other languages there are similar expressions such as ‘wild prices’, ‘scary prices’, ‘aggressive prices’, etc. We thought it could be an interesting idea – to show those high prices just like wild, aggressive animals that bite consumers in all stores but not at Auchan. In fact, during its Anniversary Auchan tames them. After being tamed, wild prices become pretty safe and obedient: Auchan puts muzzles and locks on their chaps, bands their jaws, closes them into cages!
Look at the TV storyboard… here it’s clear how Auchan can make prices to be safe, domestic and consumer friendly.”

The storyboard:

The radio spot:

The billboards:

The posters:

The booklet:

Congratulatins to ppm-team once again!
Last but not least, we’d like to thank Auchan for their permission to disclose the Solution!!

Did you like the concept? Or yours was better? In this case show it… :)