To discover the new Cœur de Reine advertisement you have to start by eating it. The French apple brand has transformed a JCDecaux marquee in Toulouse into a free-access fruit dispenser whose advertising message appears progressively as passers-by take the apples.

The action, created by the Verywell agency, replaces the image that would normally occupy the support with dozens of real apples placed inside a transparent box. Initially, the fruits prevent us from seeing what is behind them. As people serve themselves and the level decreases, the message hidden in the background begins to be discovered: “Generous and with a well-marked character.”

In this way, the consumption of the product is part of the advertising and the message. The apples are, at the same time, a free sample and a visual element of the advertisement, and their disappearance is what allows the creativity to be completed.

The other side of the marquee introduces the game with a question: “Who is generous and full of character? The answer, behind this panel.” Thus, the pedestrian has to go around the support to find the apples and discover that the answer remains partially hidden behind them.
And each person who removes a piece physically modifies the ad, so that the campaign begins practically covered and only reaches its final state when enough people have interacted with it.

The idea also allows us to materialize one of the attributes on which communication is built. The “generosity” of Cœur de Reine is no longer expressed solely through a claim and is demonstrated by offering the apples that make up the piece itself for free.

The Cœur de Reine variety is recognized by its red and yellow skin and the brand highlights its firm and crunchy flesh, with a balance between sweet and acidic flavors. This profile also serves to build the message “Generous and with a well-defined character”, linking the characteristics of the product with the personality that Cœur de Reine wants to project as a brand.

The proposal thus explores the possibilities of street furniture when it stops functioning exclusively as a surface on which to place creativity. The support is transformed here into an object with which the audience can interact and which physically changes throughout the action.

The action is part of a broader outdoor advertising campaign dedicated to Cœur de Reine, an apple grown in three French territories: the Garonne Valley, the Loire Valley and the Alps, and available between the months of September and April.

In Toulouse, the usual fruit display moves from the supermarket to the street and the JCDecaux stand functions as a kind of urban shelf in which it is not necessary to buy the product to participate in the campaign.