Romance's 'Le Mal-Aimé' for Intermarché Wins the First-Ever Club des DA Grand Prix
Updated: 6 days ago
TL;DR: At its 57th edition, France's Club des Directeurs Artistiques awarded its inaugural Grand Prix to 'Le Mal-Aimé', created by Romance for Intermarché.
A New Top Honour for French Creativity
The Club des Directeurs Artistiques held its 57th ceremony on 15 September 2026 at the Olympia before an audience of more than 1,000 creatives. For the first time in its history, the club awarded a top Grand Prix — to 'Le Mal-Aimé', made by Romance for Intermarché.
In all, 184 works were recognised across four categories: Communication and Craft, Production, Design, and Digital, plus student and emerging-creator prizes.
Intermarché's Emotional Streak Continues
The win extends the retailer's long run of dominance in French creative awards, built on emotional storytelling that turns a supermarket into a stage for human moments. Romance's work continues a lineage that has repeatedly out-felt slicker competitors.
Adman Jacques Séguéla received an inaugural Honorary Prize, adding a note of industry heritage to the evening.
Why the New Grand Prix Matters
Introducing a single top honour resets the benchmark for domestic creative recognition, giving the French industry a clear annual high-water mark. It concentrates attention and prestige in a way category wins alone cannot.
For agencies, a Grand Prix is a new summit to pitch toward — and a fresh proof point to wave at clients.
Marketing Minute's Take
Intermarché keeps winning because it has committed to a consistent emotional territory for years, not a new idea each awards season. That's the real lesson behind the trophy: creative reputations compound when a brand stays in one lane long enough for the work to mature. Awards follow consistency, not novelty.
Quick FAQ
Who won the first Club des DA Grand Prix?
'Le Mal-Aimé', created by Romance for Intermarché, won the inaugural Grand Prix at the club's 57th edition on 15 September 2026.
How many works were recognised?
184 works across four categories — Communication and Craft, Production, Design, and Digital — plus student and emerging-creator prizes.
Who received the Honorary Prize?
French advertising figure Jacques Séguéla received the inaugural Honorary Prize.
Intermarché keeps winning for an unglamorous reason: it has stayed in one emotional lane for years while rivals chased a new idea each season. That's the real lesson behind the trophy — creative reputations compound with consistency, not novelty. Awards are a lagging indicator of the courage to stay the course. — Daniel Nikolla, Founder of Merx Marketing
The takeaway: creative reputations compound with consistency — Intermarché's award run rewards years in one emotional lane, not a new idea each season.
Has your brand stayed in one creative territory long enough for the work to compound?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: La Réclame, danstapub, Stratégies.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
