The "Treasure Today" campaign for Memorieslab positions the brand as a premium, experimental photo lab dedicated to preserving emotional moments through high-quality printed photography. By framing its service as a means to safeguard memories beyond digital transience, the campaign emphasizes the enduring value of tangible prints as vessels for personal history and sentiment. This brand proposition aligns with consumers seeking meaningful, lasting connections to their captured experiences, suggesting that Memorieslab offers more than photo printing—it offers preservation of life's emotional essence.
Strategically, the campaign employs a narrative and artistic approach, utilizing a visual poem in monochrome to evoke reflection and nostalgia. This creative angle taps into an audience attuned to aesthetics and emotional depth, likely appealing to professionals and enthusiasts who value photography as both art and memory. The choice to debut a cinematic brand movie in a digital format capitalizes on online consumption habits, targeting a digitally savvy demographic that appreciates conceptual content and boutique experiences. The market strategy hinges on differentiating Memorieslab from commoditized photo services by emphasizing quality, craftsmanship, and the emotional weight of preserved moments, thereby fostering a deeper emotional connection and positioning the brand within a niche segment of high-end, experiential professional services.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign is described as a “visual poem full of symbolism” and an “ode to monochrome,” highlighting an artistic, conceptual approach rather than a direct story or problem-solution narrative. The focus is on evoking emotions and the value of preserving memories—a benefit of the boutique photo lab—through metaphorical and symbolic visuals. No explicit problem is shown, nor is there a clear story arc or celebrity testimonial. Instead, the creative device most evident in the description is the use of rich symbolism to convey the timelessness and preciousness (“Treasure today”) of memories and high-quality prints, making FORMAT#9 the best fit.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. WhiteWall – Positioned as a premium photo printing service emphasizing museum-quality prints and innovative materials, WhiteWall targets professional photographers and discerning customers who value archival-grade products and superior craftsmanship.
2. Photobox – A leading online photo service in Europe, Photobox differentiates itself through user-friendly digital platforms, personalized photo gifts, and affordable printing options, appealing to mass-market consumers seeking convenience and variety.
3. Saal Digital – Known for balancing quality and affordability, Saal Digital offers a wide range of customizable photo products with a focus on German engineering standards, attracting both amateurs and professionals looking for reliable, high-quality prints.
4. L’Atelier des Images – A French boutique photo lab that emphasizes artisanal craftsmanship and bespoke printing services, catering to creatives and art lovers who prefer limited runs and personalized consultation.
5. Snapfish France – With extensive distribution and brand recognition, Snapfish positions itself as a cost-effective digital photo printing solution offering frequent promotions and a broad suite of products, targeting everyday consumers and families.
Q: What is Treasure today about?
A: Treasure today is a 2015 digital campaign created by the agency Kids Love Jetlag for Memorieslab, an experimental boutique photo lab based in France. The campaign centers on a visually poetic brand film directed by Mathieu César, positioning Memorieslab as a high-end online photo lab and conceptual gallery. Through an artistic homage to monochrome photography, Treasure today explores the preservation of moments and emotions via high-quality prints. The campaign targets the professional services sector within the media and entertainment market, inviting audiences to experience the enduring value of tangible photographic memories.
Q: What creative device does Treasure today use?
A: Treasure today employs the FORMAT#9 SYMBOLIZE THE BENEFIT technique, as classified by Clapboard's 12-format taxonomy. This approach uses symbolic and metaphorical visuals to represent the positive impact of Memorieslab’s services, rather than relying on a direct narrative or problem-solution structure. The campaign is described as a visual poem full of symbolism and an ode to monochrome, focusing on evoking emotion and highlighting the timelessness of printed memories. This creative device sets the campaign apart as conceptually driven and artistically ambitious within its category.
Q: What is the campaign proposition for Treasure today?
A: The campaign proposition for Treasure today positions Memorieslab as a premium, experimental photo lab dedicated to preserving emotional moments through high-quality printed photography. By framing its offering as a safeguard against digital impermanence, the campaign appeals to consumers seeking meaningful, lasting connections to their captured experiences. In the context of the professional services and media/entertainment market, this proposition differentiates Memorieslab from commoditized photo services by emphasizing craftsmanship, emotional resonance, and the enduring value of tangible prints, targeting an audience that values photography as both art and memory.
Q: How does Treasure today rank in Clapboard's archive?
A: Treasure today holds a Clapboard Campaign Score of 70/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Memorieslab's category?
A: In the premium photo printing and professional services category, Memorieslab competes with brands such as WhiteWall, which emphasizes museum-quality prints and superior craftsmanship for discerning photographers; Photobox, known for its user-friendly digital platforms and affordable, personalized photo products targeting the mass market; Saal Digital, which balances quality and affordability with a broad range of customizable options; L’Atelier des Images, a French boutique lab focused on artisanal, bespoke services for creatives; and Snapfish France, a widely recognized brand offering cost-effective digital printing solutions for everyday consumers and families.
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