Tom & Josette competition
Case Study – Tom & Josette Competition
Training
As part of their fourth year, the students took part in a competition supervised by Guillaume Allilaire, Brand Strategist at Publicis Activ (Label Rouge, Cognac, TUI) and alumni of Sup de Pub. The aim of this educational exercise was to put their brand strategy and communication skills into practice in a professional context.
- Corporate Communications and Public Relations
- Content creation and influence
- Communication and Media Strategy
- Event Strategy and Production
- Communication and Visual Production
- Audiovisual Design and Production
- Artistic Direction and Graphic Design
- Digital Strategy and Social Media
The project
The students were briefed by Guillaume Allilaire on the repositioning of Tom & Josette, an innovative brand of intergenerational micro-crèches. Their objective? To design an advertising campaign capable of explaining the unique concept of crèches where children and senior citizens live together to encourage intergenerational exchanges.
The project also aimed to strengthen Tom & Josette’s credibility and reputation with parents of children under 3, as well as with senior citizens’ institutions and local authorities.
Challenges met
The students had to :
- Understand the societal issues surrounding intergenerational cohabitation.
- Translate an innovative concept into a clear, high-impact campaign.
- Gaining the trust of a variety of audiences (parents, institutions, local councillors).
- Work independently over a two-week period.
- Present their proposals to Tom & Josette’s management.
Rendering
Presentation of the Best Friends campaign by the winning team.


The “Les meilleur.e.s ami.e.s” campaign won the competition thanks to its sensitive and engaging approach. The winning team came up with a storytelling approach highlighting the strong bonds forged between children and senior citizens in these intergenerational crèches. The visuals, accompanied by moving, hard-hitting messages, conveyed the brand’s values while meeting its awareness and credibility objectives.
The role of the school
The school provided a structured educational framework, combining theoretical learning with practical application. Thanks to this competition, the students benefited:
- Supervision by Guillaume Allilaire, a recognised professional in the sector.
- immersion in a real project, with the chance to have a direct impact on an emerging brand.
- an opportunity to develop their skills in communication strategy, creativity and collaborative working.
In a nutshell
The ‘Best Friends’ campaign illustrates the ingenuity and commitment of MSc students, and has helped to position Tom & Josette as a credible and inspiring brand in the landscape of intergenerational crèches. The experience, which was enriching for the students, demonstrates the importance of the school’s innovative teaching approach and its role in training competent and creative future professionals.
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