Jean Coutu Group

“The Club Med Live Large” promotional campaign

October 2017


Create an original, surprising promotional campaign built around a contest to win a trip to Cancun. The challenge of this campaign was twofold: it had to generate public interest in the contest and at the same time inspire the purchase of certain targeted products.


As Jean Coutu orchestrates a similar campaign every year, Bob took advantage of the contest’s reputation to imagine a funny, original concept that unfolded behind the scenes of the ad’s production by recreating the auditions the actors took part in.

By seeing the actors simulate the activities the contest’s winners would enjoy, it was easy for people to imagine the genuine pleasure they would experience if they were in Cancun! This was topped off with incredible images of the Yucatan landscape, which alone are enough to get people dreaming of getaways to paradise.