VINS DU POSTILLON | SERIE ROUGE | 1955
France's First Cannes Grand Prix: A Name Nobody Remembers / VINS DU POSTILLON "SERIE ROUGE"
In 1955, this French brand became the very first winner of the Grand Prix at the Cannes International Advertising Festival. The first glory of its kind. And yet, almost no details about it remain.
The problem
In postwar France, wine was an everyday drink, and the one-liter bottle known as "litron de rouge" was a staple on ordinary dinner tables. VINS DU POSTILLON had been a pioneer of bottled, branded wine since the 1920s, making its presence known through cinema intermission ads and posters of the era.
The idea
The director is recorded as G. BRUN, but no further information could be found. Postillon's ad films from that time were known for their humor and careful craftsmanship, and this piece was likely part of that same tradition.
What happened
In 1955, it won the Grand Prix at the Cannes International Advertising Festival—the first such achievement for France.
Afterthought
It's ironic that something which marked the very first page of history is something nobody can actually describe. But maybe that's the fate of advertising. The fleeting nature of fading away along with its era might just be part of what advertising is.
Awards
- Cannes Lions Grand Prix 1955
