Collectif Je t'aide

Agency / Agence Mieux
Client / Collectif Je t’aide
Art Direction / Alicia Tan
Copywriting x Creative Direction / Marie Pottiez
Publication / 2024

awareness Campaign.

Nearly half of the 11 million caregivers in France do not identify as such. To promote self-recognition among caregivers, we’ve launched a major communication campaign with the collective "Je t’aide" in July 2024, both in public spaces and online.

With this advertising campaign, we have crafted compelling and engaging messages that resonate with our audience and raise awareness about the often-overlooked role of caregivers in society. The campaign highlights that 1 in 5 French people is a caregiver, yet many are unaware of their important role and its implications.

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A GLIMPSE OF OUR CRAFT.

Agence Mieux

Client / Agence Mieux
Art Direction / Palma Mena
Copywriting x Creative Direction / Marie Pottiez
Publication / 2024

narrative and rebrand.

For the exciting launch of Agence Mieux’s shift, I had the privilege of crafting the agency's manifesto and developing a compelling narrative that encapsulates its vision and mission. This storytelling not only reflects the agency’s core values but also sets the stage for a transformative journey ahead.

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A GLIMPSE OF OUR CRAFT.

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Client / Agence Mieux
Art Direction / Anne-Laure Saint-Martin
Copywriting x Creative Direction / Marie Pottiez
Publication / 2021

Press ad copywriting.

Back cover of the Strategies Agencies Guide 2021/2022 for Agence Mieux.

Saforelle Essential

Agency / Agence Mieux
Client / Saforelle
Art Direction / Palma Mena
Copywriting x Creative Direction / Marie Pottiez
Publication / 2024

International launch campaign for an eco-designed product.

Saforelle, the expert in hygiene and intimate protection for 30 years, is launching its biggest eco-friendly innovation. Together with Agence MIEUX, we have created the launch campaign for the new Saforelle ESSENTIAL range.

Among the activations of the 360º creative concept, we have developed :

• Sales pitch

• Launch video

• Point-of-sale activations such as a 3D/augmented reality animation that can be activated in stores and online

• Press kit and guidelines for PR agencies

  Elected product of the year 2024

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LAUNCH VIDEO

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Reel on 3D animation and augmented reality.

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A GLIMPSE AT OUR CRAFT.

Photoweb

Agency / Agence Mieux
Client / Photoweb
Art Direction / Romain Dothal
Copywriting x Creative Direction / Marie Pottiez
Publication / 2024

CSR strategy, creation of an engaged brand platform, activations, and "new narratives" podcasts.

At Agence MIEUX, when clients entrust us with the responsibility of guiding them through their transformation, when they invite us to brainstorm together in their workshops at the foot of the Chartreuse Massif in France, and when we realize that the entire team is involved, and ready to shake things up to create a new model, it’s always A YES.

Photoweb, a specialist in photo printing, has been capturing our memories since 2000. We defined their ambition together: to transform their whole business model, inspire new ways of living, and preserve this planet we enjoy photographing.

The challenge is significant, but we love challenges. And we have risen to it with:

• An engagement strategy and a clear shift in their model, from manufacturing to communication

• A new identity, a new brand platform

• A manifesto, filmed in the great outdoors, featuring real families -and because I don't do things halfway, my own family is part of the extras

• A podcast dedicated to the children. Together, we crafted "The Wacky Adventures of Mathis and Rose" a delightful 10-episode podcast series designed for young listeners, aimed at sparking fresh and exciting imaginations in their everyday lives. I wrote this podcast, and it was a thrilling challenge completed in a very short timeframe that allowed me to explore the fascinating world of podcasting. It was truly a revelation!

• In activations, Photoweb involves all its stakeholders: suppliers, partners, communities, press, and customers. Open house days, training sessions, climate murals, 2-Tons workshops, and educational content: everyone is invited to participate in the transformation.

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the manifesto

“IMAGINONS NOS FUTUrS SOUVENIRS”
LET'S IMAGINE OUR FUTURE MEMORIES

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The podcast

“Les aventures farfelues de Mathis et Rose”
The Wacky Adventures of Mathis and Rose

All episodes are available on all listening platforms: Deezer, Spotify, Apple Podcasts...

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a glimpse of our work.

IKEA

Client / IKEA®
Agency / La Chose Paris
Art Direction / Mathieu Dubray x Cécile Berger
Copywriting / Tanguy Gallis x Marie Pottiez
Publication / 2010-2012

IKEA, being a long-standing client of La Chose Paris, I have had the opportunity to work on various campaigns for this client.

TV spot #1.

IKEA® is renowned for its affordable prices and extensive selection. But what about the quality? IKEA® is determined to change the perception that its mattresses lack quality. How can we dispel some myths and showcase the comfort and durability of these mattresses in a TV commercial?

After all, what could be better than returning from vacation to the comfort of your own bed and the familiar warmth of home?

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TV spot #2.

As a copywriter for this IKEA® ad campaign, my role was to convey the message that small changes can lead to significant transformations in home decor. The narrative centers around a man preparing to propose, showcasing how he refreshes his living space with IKEA® products—updating the sofa cover, curtains, carpet, and lamp—all at affordable prices. The campaign emphasizes that with just a few simple adjustments, he can create an impressive atmosphere for this special moment, leaving viewers wondering if she will say "Yes."

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Emailing campaign.

As a copywriter for this email campaign, my role was to highlight the exceptional quality of IKEA® mattresses, emphasizing that affordable prices do not equate to inferior quality. The focus is on showcasing the comfort, durability, and extensive selection of mattresses, all backed by a 25-year warranty. The creative angle revolves around the irresistible comfort of these mattresses, making it hard to get out of bed.

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Radio spots #1.

IKEA® is the world's largest furniture retailer, known as a family and friendly brand, where people like to walk out and spend some time together. The IKEA® stores are exceptionally open on Sunday. How can we lead people to come? My answer: play with the lazy boring Sunday, when there's sometimes simply nothing to do. Get out of your sofa and wake up, IKEA® is exceptionally open today.

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Radio spots #2.

How to challenge the common misconceptions surrounding IKEA®—specifically the notions of uniformity and quality—while highlighting the brand's strengths in choice, affordability, and quality? To achieve this, I crafted a series of engaging and witty radio spots that effectively communicate IKEA®'s unique value proposition, aiming to restore its reputation amidst growing competition.

MAM

Agency / Agence Mieux
Client / MAM
Art Direction / Palma Mena
Copywriting x Creative Direction / Marie Pottiez
Publication / 2023

launch of an innovation in pharmacy

As a leading company in the global market for baby products, MAM is present in 60 countries across five continents, and its products are sold worldwide. Founded in 1976, the company continuously innovated to provide young parents and babies with increasingly safe, high-quality products. In 2023, MAM is innovating once again by working to reduce fossil-based raw materials in its plastics and replace them with bio-circular raw materials.

SALES PITCH

Specifically, for the sale pitch, we have :
• Simplified and made comprehensible the storytelling around mass-balance
• Made it visually clear by illustrating the production diagram
• Deployed the story in a sales pitch aimed at pharmacists, the primary prescribers of the brand to young parents

POINT OF SALES

After an initial communication phase with pharmacists, MAM deployed its system directly in pharmacies through point-of-sale advertising.

Specifically, we have :
• Communicated about a significant innovation without creating doubt in the consumer's mind: thus avoiding any reassurance measures that would have been counterproductive.
• Not been misleading by leaving a doubt about what mass-balanced implies.
• Embraced the new graphic charter and brought it to life for the first time on-site.
• Ensured the best conditions for the brand switch, as this innovation affects almost the entire portfolio and represents a business turning point that must not be missed."

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Copy for the Sustainability Section of the Website

As a copywriter for MAM, my primary responsibility was to restructure, develop, and write the content for the engagement page of the website. My goal was to ensure that the information presented is not only clear and concise but also maximizes transparency for our readers.

I meticulously analyzed the existing content to identify areas for improvement, focusing on enhancing readability and engagement. By employing a user-centric approach, I crafted messages that resonate with our audience, fostering a sense of trust and connection.

Through careful word choice and a coherent structure, I aimed to convey MAM's values and commitments effectively, ensuring that visitors to the page feel informed and empowered. My work reflects a dedication to clarity and transparency, which are essential in building strong relationships with a community.

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A glimpse of our craft.

Lagardère Travel Retail

Agency / Agence Mieux
Client / Lagardère Travel Retail
Art Direction / Anne-Laure Saint-Martin
Copywriting x Creative Direction / Marie Pottiez
Publication / 2024

waste reduction program Storytelling.

LAGARDÈRE TRAVEL RETAIL is a specialist in retail in transport areas: airports, train stations, metro stations, tourist sites, hospitals, etc. This project involved the creation of a program that truly resonates with its audience.

First, we crafted a captivating program name and an engaging tagline that encapsulates the essence of what FLOW offers. This was not just about choosing words; it was about evoking emotions and sparking curiosity. The name had to be memorable, while the tagline needed to convey the program's unique value in just a few impactful words.

Next, with our talented art director, I dove into the program’s visual identity. We also developed a key visual that would serve as the face of the program, ensuring it was not only eye-catching but also aligned with the overall narrative we wanted to communicate. To tie everything together, I established a graphic charter that provided guidelines for the use of colors, fonts, and imagery, creating a cohesive look that would resonate across all platforms.

Finally, I wrote the storytelling for FLOW. I crafted a story that not only highlighted the program's features but also connected with the audience on a deeper level, inviting them to be part of a journey rather than just a service. 

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A GLIMPSE OF OUR CRAFT.

RedBull

Client / RedBull®
Agency / La Chose Paris
Art Direction / Arnaud Deneux
Copywriting / Marie Pottiez
Publication / 2010-2012

During my years at La Chose Paris, I’ve had the opportunity to work on various projects for this client.

Print Ads.

As a copywriter for The Red Bulletin, an international sports and lifestyle magazine published by Red Bull® Media House, my role involves crafting engaging slogans that promote Red Bull® drinks. I tailor these slogans to align with seasonal themes and current events, ensuring they resonate with our audience and enhance the magazine's vibrant energy.

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TV spot with a french touch.

Red Bull is widely recognized as an energy drink, often linked to a sporty lifestyle. However, many overlook its tagline, "Red Bull Vitalizes Body and Mind®."

In France, there is a perception that Red Bull® is an aggressive and potentially dangerous American beverage. How can we reshape the image of Red Bull® in the hearts of the French, emphasizing its intellectual appeal? One intriguing approach could be to feature Napoleon as the central character, unveiling the secrets behind his hidden strategies and insights.

storyboard for tv spot #2

Jean-Paul Gaultier, renowned French fashion designer celebrated for his iconic sailor themes, is on a quest for inspiration as he embarks on creating a new shirt. Frustration mounts as he discards one sketch after another, crumpling them into paper balls.

Just when it seems like the creative block might win, he takes a sip of Red Bull—suddenly, a spark ignites in his eyes, accompanied by a playful smile.

With renewed energy, he digs through the wastebasket, carefully unfolding his discarded sketches and studying them with a fresh perspective.

The result? A stunning fashion show featuring a breathtaking collection of sailor-inspired designs that leaves the audience in awe. The applause is thunderous, and everyone is eager to uncover the secret behind his remarkable success.

After all, as they say, "Red Bull gives you wings!"

La durabilité selon Bollinger

Grand Prix Strategies for Engagement Communication

Agency / Agence Mieux
Client / Champagne Bollinger
Art Direction / Anne-Laure Saint-Martin
Copywriting x Creative Direction / Marie Pottiez
Publication / 2022

Structuring and Narrative of a Committed Champagne House

Sustainability according to Bollinger reflects the core values of the House since its creation in 1829. Beyond its social and environmental responsibility, it is also a mindset that has guided its actions and will continue to guide those of tomorrow.

Together, we co-create Sustainability according to Bollinger: the sustainability of craftsmanship, a family-owned house, trades, an ancestral tradition, and viticultural work.

"That deserves a little toast, doesn't it?"

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The manifesto

”La durabilité selon bollinger”
Sustainability according to bollinger

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"Like its exceptional wines, Sustainability according to Bollinger is a valuable collection of 8 commitments, centered around People, the Earth, and Roots.

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The cherry on top of the champagne glass.

In 2023, our campaign was honored with the prestigious Grand Prix Stratégies for Engagement Communication. This achievement is a testament to the power of collaboration and creativity. Working alongside the talented artistic director Anne-Laure Saint Martin on this project was an absolute pleasure. Her visionary approach and keen eye for detail brought our ideas to life in a way that truly resonated with our audience.

When we combine strategy, brand identity, and storytelling, we not only create compelling narratives but also forge deep connections with our audience. Together, we crafted a campaign that not only captured attention but also brought the trophies home, showcasing the magic that happens when passion and expertise unite.

Lexmark puts you in the loop

Agency / Agence Mieux
Client / Lexmark
Art Direction / Anne-Laure Saint-Martin x Romain Dothal
Copywriting x Creative Direction / Marie Pottiez
Publication / 2022

Copy for a circular economy platform.

Lexmark is a major player in the cartridge and printer market that integrates circularity at the heart of its business. All Lexmark products are designed to last, be remanufactured, and be valued at the end of their life. Since 2017, Agence MIEUX has been supporting the team in the development of a circular economy platform for printers and cartridges. Developed in an agile mode, this project involved skill enhancement in Scrum Master and product design for our entire team.

It includes a platform available in 60 countries for businesses and individuals, over 100,000 active users, more than 4.5 million cartridges and 40,000 printers collected since launch, and reporting tools for users to track their impact.

I created engaging newsletters that informed and captivated our audience and enhanced the website content with compelling texts that reflected the brand's voice. Additionally, I collaborated with art directors to produce fun explanatory videos that simplify complex concepts while entertaining our viewers.

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video series

Lexmark puts you in the loop

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a glimpse of our craft.

Skoda

Client / Skoda®
Agency / La Chose Paris
Art Direction / Arnaud Deneux x Aurélie Breton
Copywriting / Marie Pottiez x Joseph Dubruque
Publication / 2012

360 CAMPAIGN.

In this ad campaign, with the creative team, we aimed to position Skoda® as the smart choice for a new generation of drivers who prioritize thoughtful consumption over flashy excess. We showcased a generation that values sustainability and intelligence in their choices, encapsulated in our tagline, "There is always someone good in a Skoda®." Each poster reinforces this message, using clever and engaging language that is self-assured, humorous, and incisive, reflecting the brand's new voice. Our goal was to create a print campaign that resonates with this audience, highlighting the brand's commitment to both the planet and smart decision-making.

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a glimpse of our work.

Ripolin

Client / Ripolin®
Agency / La Chose Paris
Director / UFO
Art Direction / Violette Desinge x Mathieu Viollet-Bosson
Copywriting / Kevin Colinet x Marie Pottiez
Publication / 2011

TV Spots.

Women are increasingly interested in painting, is trendy, it's creative and it's often the only stage of the work in which they wish to participate. But it is still difficult to play handy-girl and unless forced to, it is often difficult to start.

So how to get around the daunting dimension associated with painting and present this activity under a funky angle, more creative, spontaneous, just more feminine?

Transform your home into a beautiful heaven! With Ripolin® products, painting becomes a delightful experience rather than a chore. We collaborated with the talented directors at UFO to create three enchanting short commercials that showcase the remarkable effects of using Ripolin®, a trusted household paint. Each commercial transports you to a unique world: Magic Beanstalk, Red Riding Hood, and Puss in Boots. With the creative team, we meticulously designed the backgrounds, which were then expertly constructed and installed on set, bringing these magical universes to life.

Click & Boat

Client / Click & Boat
Copywriter / Marie Pottiez
Publication / 2019

Radio spots.

As a copywriter for Click & Boat, I crafted engaging content to introduce the platform as a vibrant community for boat rentals, targeting both individuals and professionals. In the first spot, I presented the Click & Boat concept ahead of summer while developing a distinctive sound signature to enhance brand recognition. In the second spot, I highlighted the ease of booking a boat in just three clicks, even at the last minute, to encourage summer bookings and capture the excitement of spontaneous adventures on the water.

Ville de Lyon

Client / Ville de Lyon
Agency / Melbourne
Copywriter / Marie Pottiez
Publication / 2019

Advertising campaign.

Communication campaign for the recruitment of assessors for the City of Lyon. Objective:

Our primary goal is to engage and inspire the citizens of Lyon to become assessors. We want to highlight their role in shaping the future of our Lyon.