Cuisinella Reframes the Kitchen as a Living Space in 2019 France Campaign
Cuisinella's 2019 French campaign À l'écoute de vos vies, created by agency Matter of Mind, repositions the kitchen as a multifunctional social living space rather than a purely functional cooking environment, launching across television, web, out-of-home, radio, and in-store activation from 11 January 2019.
The campaign, whose title translates loosely as "listening to your lives," extends a pre-existing brand line — à l'écoute de vos envies, meaning "listening to your desires" — into broader emotional territory. By invoking real consumer behaviour rather than aspirational kitchen aesthetics, the work signals a deliberate strategic shift away from product-led communication toward something closer to a lifestyle manifesto. The single film asset at the campaign's centre carries that weight, presenting the kitchen as a place where life in its fullest, most varied sense unfolds: a nightclub, a fast-food venue, a hair salon, and an everyday domestic stage all compressed into one room.
In France, where the fitted-kitchen market was valued at €3.61 billion in 2019 with year-on-year growth of approximately 6.2 percent from 2018, according to data cited by Clapboard, Cuisinella needed to compete not only on product quality but on cultural resonance. The campaign's January launch positioned the brand at the start of the year's purchase consideration cycle, when French households most actively plan home renovation. Matter of Mind, also styled MØM, was appointed to lead the work following a competitive agency review, as reported by Ads of the World. The result is a campaign that argues, emphatically, that a Cuisinella kitchen is way more than a kitchen — and that the brand is paying close attention to how French people actually live inside one. Clapboard rates this campaign 63 out of 100.
Cuisinella operates in a fitted-kitchen category defined by long replacement cycles and infrequent purchase decisions. The fitted-kitchen replacement cycle in France averages approximately 23 years, according to data cited by Clapboard, which means brand salience must be sustained across decades rather than purchase seasons. In that context, emotional and cultural positioning becomes as commercially important as product specification.
The French fitted-kitchen market, valued at €3.61 billion in 2019 according to Clapboard, is dominated by a small number of specialist retailers competing for the same pool of renovation-minded households. Named French competitors Schmidt and Ixina occupy adjacent brand territories, with Schmidt in particular investing consistently in aspirational lifestyle communication. Against that backdrop, Cuisinella's decision — through Matter of Mind — to foreground the social and emotional life of the kitchen rather than its cabinetry represents a meaningful competitive differentiation. Where product-led advertising risks commoditising the category, narrative advertising builds proprietary emotional territory that competitors cannot simply replicate.
The campaign's media mix reinforces the strategic breadth of that ambition. By combining television with web, out-of-home, radio, and in-store activation, as reported by Packshotmag in its 10 January 2019 coverage, Cuisinella ensured the campaign concept reached consumers at multiple touchpoints across the purchase journey — from passive brand awareness through to the retail environment where the actual decision is made. In France, where approximately 27.5 million households exist and around 60 percent are equipped with a fitted kitchen according to Clapboard, the addressable audience for this kind of positioning work is substantial, and the case for investing in culturally resonant storytelling rather than price-led promotion is correspondingly strong.
Director Liz Murphy helms the film at the centre of À l'écoute de vos vies, bringing a visual sensibility suited to the campaign's core conceit: that a kitchen can be many things at once.
The creative team at Matter of Mind assembled for this production includes creative director Willy Berquier, art director Gregory Ferembach, and copywriter Paul Delmas, with account director Celine Aznar overseeing the client relationship. Production was handled by Cream, with sound design and sound production provided by Grownkid — a detail that carries real creative weight given the campaign's claim that the kitchen functions as a nightclub, among other social spaces. Producer Camila Mendez completed the core production team, as documented across Clapboard and Ads of the World credits.
The creative execution leans into tonal contrast as its primary device. By presenting the kitchen consecutively as a nightclub, a fast-food venue, and a hair salon — environments defined by their social energy rather than their domestic utility — the film disrupts the visual grammar typical of fitted-kitchen advertising in France, which has historically favoured clean finishes, natural light, and aspirational stillness. Murphy's direction translates a copywriting idea about listening into something kinetic and culturally specific, grounding the campaign's strategic claim in observed human behaviour. The sound design from Grownkid is not incidental in this context: if the kitchen is a nightclub, how it sounds matters as much as how it looks. The campaign was first broadcast on 11 January 2019, as reported by Packshotmag, and the film stands as the single media asset through which the entire creative argument is made — a concentrated and deliberate formal choice for a brand making a broad cultural claim.
No verified performance data for À l'écoute de vos vies is publicly available. Audience reach figures, brand-tracking uplift, and sales attribution metrics have not been published by Cuisinella, Matter of Mind, or any trade source consulted, including Packshotmag and Ads of the World. Assessment therefore rests on structural analysis of the campaign's strategic and creative architecture.
Structurally, the campaign demonstrates several markers of effectiveness. The narrative device — presenting the kitchen as nightclub, fast-food venue, and hair salon — is both distinctive and memorable, meeting the basic creative requirement of standing apart in a category prone to visual homogeneity. The extension of the existing brand line from à l'écoute de vos envies to à l'écoute de vos vies shows strategic continuity: the campaign builds on established brand equity rather than abandoning it, reducing the cognitive burden on existing customers while expanding the emotional scope of the positioning. The full-funnel media deployment across television, web, out-of-home, radio, and in-store activation, as reported by Packshotmag, maximises the opportunity for that creative idea to compound across touchpoints.
The campaign's January 2019 timing in France is also structurally sound, aligning with the period when household renovation intentions are most actively formed. The Clapboard Score of 63 out of 100 reflects a campaign that executes a clear and differentiated creative idea with professional craft across a well-chosen channel mix, while stopping short of the kind of cultural breakthrough that might have driven broader industry recognition or documented commercial results.
À l'écoute de vos vies is a 2019 French brand film campaign for Cuisinella created by agency Matter of Mind. It repositions the kitchen as a multifunctional social space — nightclub, fast-food venue, hair salon — rather than a purely functional cooking environment, launching across television, web, radio, out-of-home, and in-store activation from 11 January 2019.
Matter of Mind, also styled MØM, created the campaign. The agency was appointed following a competitive review, as reported by Ads of the World. The core creative team included creative director Willy Berquier, art director Gregory Ferembach, and copywriter Paul Delmas, working alongside director Liz Murphy and production company Cream.
Cuisinella's 2019 campaign argued the kitchen functions as far more than a cooking space. Matter of Mind extended the brand's existing line — à l'écoute de vos envies — to position Cuisinella as attentive to how French customers genuinely live, shifting the brand away from product-led communication toward multifunctional lifestyle storytelling.
Liz Murphy directed the film. Murphy worked with production company Cream and sound design studio Grownkid. The production team also included producer Camila Mendez. These credits are documented across Clapboard and Ads of the World and represent the full publicly available production attribution for the campaign.
Cuisinella's À l'écoute de vos vies receives a Clapboard Score of 63 out of 100. The score reflects a clearly differentiated creative idea executed with professional craft across a strong multi-channel media mix in France, while noting the absence of publicly documented performance data or industry award recognition for the campaign.
Cuisinella deployed the campaign across television, web, out-of-home advertising, radio, and in-store activation, as reported by Packshotmag on 10 January 2019. This full-funnel approach was designed to reach French consumers across awareness and consideration stages, aligning with the brand's January 2019 launch timing ahead of the home renovation planning season.
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