How Adweek's International Agency of the Year Translates Empathy Into Award-Winning Advertising

Paris' Rosapark brings the feels for audiences and clients alike

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A woman walks home with her hands full of grocery bags, when suddenly something goes terribly wrong.

Somehow “The Worst Song in the World” has found its way onto her playlist and she is powerless to stop it. An earworm that actually earns the nightmarish image conjured by that phrase, the song progresses through a series of genre clichés until she’s finally able to rip off her headphones.

For the founders of Paris agency Rosapark, Adweek’s International Agency of the Year, the spot—for grocery chain Monoprix, promoting a service allowing customers to shop in-store and have groceries delivered—was a highlight of 2018, and they’ve got a Cannes silver Lion to prove it.

AW+

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This story first appeared in the December 3, 2018, issue of Adweek magazine. Click here to subscribe.