Joom – The Rich May Lose Their Heads.
 

Brief: Help shoppers realize that they always overpay when buying from resellers.

Insight: People don’t mind paying for quality, but they despise paying extra just to line someone else’s pockets.

Idea: “They’ll buy it anyway,” shady resellers repeat one after another in the ads, as the price doubles at every step of the chain.

Story: The videos break down exactly how price markups happen, exposing the absurdity of retail pricing. Instead of making the chain of middlemen seem unpleasant, the campaign plays up the humor—each vignette finds its own comedic twist, whether through exaggerated facial expressions, voiceover techniques, side characters' reactions, visual editing tricks, or clever scene transitions.

Localisation: The campaign ran in France, Spain, and Russia.