Lonely socks go solo no longer with Monoprix's new three-pack

Chalk one up as a loss and move on with your life

Published On
Mar 27, 2019

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Under the bed. In the dryer. Behind the dresser. It’s time to stop looking for that lost sock and admit that it’s gone forever. Or it’ll turn up in six months on the other side of the house. Either way, you’ve got nothing to wear on your left foot today.

But French retailer Monoprix now has a solution for this perpetual problem that is stunning in its simplicity: socks sold in packs of three. No, not three pairs, three individual socks—one for each foot and one as an offering to the gods of chaos that will inevitably swallow it up.

Beginning today, shoppers can buy the packs at select Monoprix stores or online. The campaign from Rosapark features a spot directed by Tom Bartowicz via De Gaulle that is running on social media. Twitter users can also use the hashtag # OùEstMaSocks (Where Are My Socks?) to win free packs.

It’s not the first curiously innovative project Rosapark has created for the chain. Last year, the agency made “The Worst Song in the World,” a surprisingly catchy mishmash of musical tropes, to promote Monoprix’s grocery delivery service.

Credits

Date
Mar 27, 2019
Client:
Monoprix
Agency:
Rosapark
Brand Manager:
Florence Chaffiotte
Brand Manager:
Nicolas Gobert
Brand Manager:
Stéphanie Jallet
Brand Manager:
Angeline Froger
Co-Founder:
Jean-Patrick Chiquiar
Co-Founder:
Gilles Fichteberg
Co-Founder:
Jean-Francois Sacco
Creative Director:
Creative Director:
Jean-Francois Sacco
Associate Manager:
Quentin Labat
Account Director:
Lucile Wissocq
Head of Digital Strategy:
Jeanne Neuschwander
Account Manager:
Charlotte Giraud
Copywriter:
Hélène Boudin
Art Director:
Nazgol Athari-Nejad
Strategic Planner:
Sacha Lacroix
TV Producer:
Thomas Laurent
TV Producer:
Cerise Podetti
PR:
Mélanie Colléou
PR:
Theda Braddock
Production:
De Gaulle
Director:
Tom Bartowicz

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Project Type