Official teams to reach gaming audiences
Carrefour explores new narratives with RMB
In the face of environmental and social challenges, brands are called upon to play a leading role in the transition. But how to communicate differently? How to make change desirable rather than restrictive? To help advertisers meet these challenges, RMB offers the Fresque des Nouveaux Récits. A recent immersive workshop for Carrefour that invites rethinking collective imaginations and building narratives that can sustainably support behavior changes.
Changing Narratives to Change Tomorrow
In daily life as well as in advertising, narratives are stories, representations, and collective imaginations that influence our choices, behaviors, and worldview. They play a key role in ecological and social transition.
For a long time, communication emphasized buying or owning. Today, new narratives are emerging to make more inclusive and sustainable behaviors desirable. For brands, the challenge is major: to build a more responsible brand narrative that can engage consumers without being moralizing, while staying credible, authentic, and aligned with their commitments.
It is precisely with this approach that RMB offers support solutions like the New Narratives Workshop to help advertisers evolve their communication towards sustainability.
An inspiring experience with Carrefour
On May 22, 2026, Carrefour participated in a New Stories Workshop offered and organized by RMB following the 2025 'Product of the Year' contest in which the brand won the 'Retailer of the Year' award.
Led by Colas Van Moorsel (teacher at IHECS and New Stories consultant at Elders agency) and Arnaud Le Flohic (consultant facilitator in collective intelligence and New Stories), the workshop brought together employees from Carrefour's Marketing, Activation, and Media teams.
The first phase allowed participants to explore, through a collaborative game, the influence of stories on our perceptions and behaviors. The second invited them to imagine desirable futures together and concrete stories to make them possible.
The discussions confirmed the power of these moments of collective reflection. The teams leave with renewed energy, concrete action plans, and the desire to integrate sustainability more into their communication methods.
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The Fresque des Nouveaux Récits is a highly inspiring format. In just 3 hours, my team and I came up with numerous new ideas. I saw motivation on everyone's faces, smiles, and eagerness as well. Proof that we are able to tell stories in a new framework, that we have this power... We leave with a list of good ideas already actionable in the short term, as well as good ideas that fit into the longer term.
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Blue Guidance, much more than a workshop
The New Narratives Workshop is part of Blue Guidance, RMB's support offering dedicated to responsible communication and sustainable brand transformation.
This approach helps advertisers better understand societal expectations, create positive impact communications, and credibly showcase their commitments while minimizing greenwashing risks.
Blue Guidance offers collaborative workshops, decision-making tools, studies, and strategic insights on engaged advertising, along with support to align marketing performance, societal impact, and sustainable value creation.
Because today, communication is no longer just about persuasion. It’s about inspiring, mobilizing, and contributing to building a desirable future.
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