Rosapark's Beautiful Film for French Retailer Monoprix is a Label of Love

To celebrate its 85th anniversary, French retailer Monoprix and its agency Rosapark wanted to mark the occasion by creating a striking cinematic story.

The result is an emotional film which follows a young boy and girl whose destinies cross paths thanks to the words found on the iconic Monoprix packaging.

By putting its emblematic packaging at the centre of the story, Monoprix is symbolising the role it has played across France’s metropolises for the last 85 years: 'At the heart of your life, at the heart of your city.'

Shot with 35mm film, 'Label of Love' was directed by British duo Thirty Two, whose documentaries have gained international attention (Shut Up and Play the Hits – LCD Soundsystem, No Distance Left to Run – Blur).

The film went live online and started running on TV on May 10th.