C&A – Making Memories


Roularta Brand Studio came up with the #makingmemories concept.
We all remember our own ‘communion’ or spring celebrations with our family AND we want our children to collect great memories as well this spring.

Together with C&A and Dentsu Aegis, we agreed to work exclusively with real people & real stories of real parties


We planned a ‘production’ weekend where all assets for all advertising material were shot in two days:
photos, videos, stories.
This resulted in …

1.  A true content magazine, completely tailor-made for C&A with fashion images, interviews, tips & tricks and games.
2.  An extensive cross-media content campaign in our women brands, Libelle/Femmes d’Aujourd’hui,
Flair N/F & Feeling/GAEL, to promote the different stories and different C&A outfits in:
  • branded stories in print
  • native online content with video.
  • online mobile display formats
3.  Social campaign with relevant content on C&A social channels
4.  POS material for shop windows & large in-store posters.


The campaign did not focus on online shopping, but this was an awareness campaign to show Belgian families the way to the nearest C&A store to check out the spring collection.

A successful attempt, because C&A was very happy with the uplift in traffic to store and sales in February and March 2020, until all stores closed their doors on 16/3, due to the corona virus.


Alexandra Degrez,
National Sales Director chez Rossel Advertising

“Un bel exemple d’authenticité dans les textes et les photos qui constituent ensemble un contenu cohérent et proche des gens. Des vraies personnes sont mises en scène, avec lesquelles les différentes cibles peuvent s’identifier. Il est remarquable que la campagne n’aborde jamais directement les produits. Il faut aussi souligner le mérite de C&A Belgique, qui fait partie d’un groupe international, qui a réussi à créer une campagne avec un réel ancrage local”.

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