Monoprix Takes Us Back in Time to 'Humanity's First Queue' for Fast Pass Promotion

With Monoprix and Rosapark, waiting in line is ancient history. With daily life growing ever more hectic by the day, urbanites are constantly trying to sidestep time restraints, eager to enjoy every moment of downtime possible. And, if there’s one restraint they hate more than anything, it’s standing in line. Really, who hasn’t tried to get out of standing in line?

That’s why French retailer Monoprix, always on the search for ways to city living that much easier, is making waiting at the register a thing of the past.

It couldn’t be easier: with the 'Monoprix et Moi' application, the retailer’s customers can scan their products as they shop, and pay directly with their smartphones, without ever having to go through checkout. Shopping’s never been easier – there’s nothing to stop you!

To promote this new fastpass service, Monoprix and its agency Rosapark created a cinematic-style film with just the right blend of special effects and humor: The first line of humanity.

The film takes us back thousands of years, to the dawn of civilization: the prehistoric era.

Here, in the first line ever formed by mankind, the first line-cutter is born. A Sapiens more cunning, more creative than all the other Sapiens, ready to try thousands of clever tactics to nudge ahead of his fellow Sapiens. Even if it means taking them out.

Thankfully, today, we’re evolved. We can still cut in line, but with Monoprix’s new fast pass application, no one’s life is at risk.

The film, directed by multi-award winning advertising and feature films director, Antoine Bardou-Jacquet, launched on May 18th and will be online and on Twitter with the hashtag #GrillezLaFile (SmokeTheLine).