Maud Largeaud
Maud Largeaud
Chief Content & Information Officer at AdForum
Paris, France
Edit

Maud Largeaud Publications

Advil takes the pain out of gaming

05 February 2025
Advil takes the pain out of gaming
Fewer headaches and more fun when glued to the screen.

Garden furniture moves inside

29 January 2025
Garden furniture moves inside
How IKEA promoted its new outdoor furniture collection to people stuck in front of their screens.

Lego replaces big cats with small bricks

22 January 2025
Lego replaces big cats with small bricks
When a famous bridge in Budapest lost its lion statues, the brand roared into action.

When messages fall from the trees

15 January 2025
When messages fall from the trees
A brand making eco-friendly paper raised its profile in an entirely natural way.

This Great Idea Wasn’t Thrown Away

09 January 2025
This Great Idea Wasn’t Thrown Away
McDonald’s tackles takeaway trash in Scandinavia.

Christmas lights with an alarming message

18 December 2024
Christmas lights with an alarming message
Street harassment called out in Brussels during the holidays.

Cash registers ring, are you listening?

12 December 2024
Cash registers ring, are you listening?
A bank rewrites traditional festive tunes to help small businesses compete with giant retailers.

Where there’s a will there’s a washer dryer

03 December 2024
Where there’s a will there’s a washer dryer
Beko ensures that your domestic appliance will go to a good home if it outlives you.

Insurance in a dangerous world

27 November 2024
Insurance in a dangerous world
Virtual environments can be treacherous, as anyone who plays GTA knows.

When the packaging is also a price tag

20 November 2024
When the packaging is also a price tag
German discount chain PENNY makes sure its commitment to low prices is visible on its shelves.

An idea with perfect timing

14 November 2024
An idea with perfect timing
German pharmacy chain Spring tackles a sensitive men’s issue in an unexpected way.

Using gridlock to sell a mobility solution

06 November 2024
Using gridlock to sell a mobility solution
If you can read all the way through this text-heavy billboard, you have a problem.

When virtual clothes become real

31 October 2024
When virtual clothes become real
Samsung donates clothes to kids as part of its “One Heart, One Village” Initiative in partnership with Supercell.

You wear what you eat

24 October 2024
You wear what you eat
In Sweden, McDonald’s turned menu items into merch.

Saying “cheers” to a happy retirement

17 October 2024
Saying “cheers” to a happy retirement
A beer brand allowed Colombian shopkeepers to save more for the future.

When homes are “not for sale” to former breast cancer patients

09 October 2024
When homes are “not for sale” to former breast cancer patients
A French insurer uses real estate billboards to highlight discrimination.

Fast delivery, but make it Super

02 October 2024
Fast delivery, but make it Super
A restaurant renowned for delivering in a flash challenges Super Mario players to beat it.

IKEA wakes up to “sleepfluencers”

25 September 2024
IKEA wakes up to “sleepfluencers”
The Swedish retail giant transforms blackout blinds into ad space.

How to protect cyclists? Remove cars

18 September 2024
How to protect cyclists? Remove cars
Audi shows solidarity with cyclists by taking its product out of the picture.

A gamified post-vacation workout

11 September 2024
A gamified post-vacation workout
To get people back into the gym, Samsung has found an original way to combine sport with e-sports.

Bold Prices. Bold Packaging for PENNY

10 September 2024
Bold Prices. Bold Packaging for PENNY
PENNY and Serviceplan NEO have created packaging designed to catch the eye by emphasizing what customers prioritize: the lowest price. We spoke with Matthäus Frost, Creative Director, to learn more.

Break the glass for emergency internet

04 September 2024
Break the glass for emergency internet
This mobile operator found a shattering way of demonstrating its superior internet coverage over a vast territory.

Nature has a word with smokers

29 August 2024
Nature has a word with smokers
When discarded cigarettes cause pollution, wildlife butts in.

When playing leads to work

19 August 2024
When playing leads to work
How gaming is helping Generation Z find employment.

To promote itself, Brussels hits the deck

05 August 2024
To promote itself, Brussels hits the deck
What’s the best way to sell the underrated city to business folk? A presentation of 1000 slides should do the job.

Butterkist shows off its pop culture

22 July 2024
Butterkist shows off its pop culture
The popcorn brand is bursting out of posters all over Britain.

Coors turns a broken billboard into a smash hit

03 July 2024
Coors turns a broken billboard into a smash hit
A baseball player’s errant ball gave the beer brand a surprise marketing opportunity.

When IKEA appears on your doorstep

26 June 2024
When IKEA appears on your doorstep
The brand gets closer to customers in the Philippines. Much closer.

CANNES WINNERS: Unveiling the '855-HOW-TO-QUIT-(OPIOIDS)' Campaign

21 June 2024
CANNES WINNERS: Unveiling the '855-HOW-TO-QUIT-(OPIOIDS)' Campaign
In the French Connexion space at Cannes, we meet the winning team behind a campaign promoting a helpline for opioid addicts: Javier Ricardo Granados Romero, Copywriter at Serviceplan Innovation, & Maximilan Schöngen, Global Creative Lead at Mediaplus Group

Impressions of Cannes 4 : Perception of AI and Its Potential Impact on Society, and awards

20 June 2024
Impressions of Cannes 4 : Perception of AI and Its Potential Impact on Society, and awards
The industry heard about the use of AI during the week. But what does the general public think about it? Thanks to BETC Paris which has released the results of its PROSUMER study at the Havas Café today, we have a better view.

AACC integrates the creation at the core of its communication

20 June 2024
AACC integrates the creation at the core of its communication
The French organization for the agencies and French representative of the Cannes Lions releases its new identity at Cannes.

Impressions of Cannes 3: Paris is a playground, but so is Cannes

19 June 2024
Impressions of Cannes 3: Paris is a playground, but so is Cannes
Highlights of my day: between Paris2024, Open House for Good and more awards.

Impressions of Cannes 2: buzzing, listening, and awarding.

18 June 2024
Impressions of Cannes 2: buzzing, listening, and awarding.
The Croisette buzzes like a beehive in anticipation of the Olympic flame. One might think it will quiet down afterward, but it's clear that the world is alert and present.

Freedom comes in all shapes and sizes

18 June 2024
Freedom comes in all shapes and sizes
When it comes to fashion, variety and diversity are cut from the same cloth.

Impressions of Cannes 1: Creativity Takes Over the Croisette

17 June 2024
Impressions of Cannes 1: Creativity Takes Over the Croisette
The Croisette has dressed itself in its finest, and the Palais des Festivals has thrown open its doors for a week that promises to be an unparalleled source of inspiration. It is here that the future of our industry begins to take shape.

CANNES WINNERS: Behind "BMW iJack" from Serviceplan Middle East

14 June 2024
CANNES WINNERS: Behind "BMW iJack" from Serviceplan Middle East
BMW's iJack campaign "photobombed" Google Maps reviews with images of its electric vehicles at charging stations, in Dubai sparking a surge in test drives, a media buzz and creative awards. We talked to Karim Mroueh, Head of Digital & Innovation at Serviceplan Middle East, ahead of the Cannes Lions week.

CANNES WINNERS: Behind "The Minefields Honey" from Saatchi & Saatchi Ukraine

13 June 2024
CANNES WINNERS: Behind "The Minefields Honey" from Saatchi & Saatchi Ukraine
The Minefields Honey project is a unique initiative that sow honey plant seeds in mined fields, with the resulting honey serving as a symbol to raise awareness and funds for demining efforts in Ukraine; Conversation with Kosta Schneider, Chief Creative Director Publicis Groupe and Sergiy Biloshytskiy, Creative Director Saatchi & Saatchi Ukraine.

Samsung turns art into savings

12 June 2024
Samsung turns art into savings
To take the sting out of the price of its premium TV, Samsung got creative with the tax rules.

CANNES WINNERS: Behind “Find Your summer” from LolaMullenlowe

11 June 2024
CANNES WINNERS: Behind “Find Your summer” from LolaMullenlowe
The agency makes Magnum ice cream a winter favorite with a creative campaign: Conversation with Tomas Ostiglia, Executive Creative Director, and Tom Elliston, Managing Director.

Saving ice-cream sellers from meltdown

05 June 2024
Saving ice-cream sellers from meltdown
Unilever brings a new power to the oldest advertising tool for its Wall’s ice cream brand.

Gamers reap financial rewards.

29 May 2024
Gamers reap financial rewards.
In Ecuador, the virtual world allowed young people to access real loans from Banco del Pacifico.

How Adidas got people running to its ads

22 May 2024
How Adidas got people running to its ads
The streets of Stockholm became race tracks thanks to “checkpoint” posters.

"Live Young" with the Mountain of Youth, by BETC Paris for evian.

15 May 2024
"Live Young" with the Mountain of Youth, by BETC Paris for evian.
evian is back with the "Mountain of Youth", an adventure where an explorer discovers a new kind of fountain of youth with mischievous Evianers in the heart of the Alps.

The Samsung ad that erases itself

15 May 2024
The Samsung ad that erases itself
Samsung demonstrates a useful tool by spoiling beautiful landmarks.

A poster that protects and promotes

30 April 2024
A poster that protects and promotes
A broadcaster in South Korea enables young women to enjoy a safer night out while also plugging its new series.

VW’s giant four-hour ad

23 April 2024
VW’s giant four-hour ad
To fill a (very) early hour TV slot in Canada, the brand created a comedy show with an electric co-star.

Smells like McDonald's spirit

17 April 2024
Smells like McDonald's spirit
The fast food chain’s olfactory marketing was anything but on the nose.

A musical idea that’s up to scratch

11 April 2024
A musical idea that’s up to scratch
The Ohio Lottery wins new players by getting in tune with a young audience

Using AI to unlock the power of books

04 April 2024
Using AI to unlock the power of books
Once upon a time, a book was just a book. But now it can also be an interactive game steered by the reader.

BMW causes a buzz at electric charging stations

27 March 2024
BMW causes a buzz at electric charging stations
Beamers photobomb Google Maps in Dubai to create a virtual showroom.

Les films des consignes de sécurité dans les avions (AdForum.com, Paris)

August 2017
Les films des consignes de sécurité dans les avions fr.adforum.com
La créativité des films des consignes de sécurité dans les avions : un challenge pour les compagnies aériennes et leurs agences