Start your story - RIMI | Clapboard Ad Archive

RIMI’s 2013 campaign Start your story, created by McCann for one of Lithuania’s leading supermarket chains, sets a new benchmark in the retail services category by defining the supermarket not merely as a point of sale but as the locus of inspiration for everyday life. The film medium is harnessed here not to demonstrate products nor to outpace competitors, but to embed the RIMI brand in the emotional landscape of shoppers who see each grocery trip as the catalyst for fresh experiences at home. McCann’s creative strategy eschews traditional advertising tropes in favor of a more human narrative: every purchase and every product becomes the starting line for a customer’s next story, whether preparing a family meal, trying a new recipe, or simply enriching daily routines. This approach aligns directly with what Clapboard’s taxonomy categorizes as FORMAT#6 Benefit Causes Story, where the emotional and practical benefits provided by RIMI’s curated selection of goods generate the seed for personal and familial narratives to blossom once the checkout is passed. Visually and tonally, the campaign opts for relatable, sprawling moments rather than grand gestures, reinforcing the supermarket’s connection to community and personal aspiration without resorting to testimony, celebrity, or overt competitive contrast. RIMI is positioned as an incubator for inspiration, embedding the brand in the fabric of daily Lithuanian life while fueling a sense of possibility for both the significant and mundane chapters that begin in its aisles. The campaign earns a 60/100 in Clapboard’s global creative archive. For industry professionals, Start your story signals how nuanced emotional positioning can enable retail brands to transcend transactional marketing and claim a larger cultural role in consumers’ lives.