Rosa Paris and Acadomia Put an End to (Some) Family Squabbles in New Campaign

Oct. 12, 2023

As a kid, everyone dreaded getting their report card. You had to hide it, or yourself, face your dad’s glare, dumbfounded that you only got 6 out of 20 in maths… Yes, marks are undoubtedly THE topic of contention between children and parents. But not for Acadomia families, almost 90% of whom report that tensions about school have eased as a result of tutoring. 

In a new set of 3 films, Acadomia takes a tongue-in-cheek approach to the arguments we’ve all gone through, showing that, thanks to the average 4 points (out of 20) rise in marks, parents will have to find a new reason to reprimand their kids. The films were directed by Rudi Rosenberg whose thoughtful and conscientious approach demonstrates his unquestionable ability to show how kids live.    

A campaign in which Acadomia, France's leading tutoring service, asserts its ambition to make peace between parents and children when it comes to school results, while also making them proud of their progress. Today, 60% of parents say their child's self-fulfillment is a priority, even before academic success, but they have never been so stressed about results.  

With this campaign by ROSA PARIS, the brand underlines the importance of academic success, while inviting parents to rethink their approach to success, all with a healthy dose of humor. 

 

A vision of education that is also embodied in Acadomia's new brand signature, "Le plaisir de reussir" ("The pleasure of success"). 

The three films will be broadcast on TV, online, and social media starting October 2. 

Jean-Patrick Chiquiar, Co-Founder of ROSA PARIS said:

"We’re proud to open a new chapter of advertising with Acadomia, continuing to capitalize on the strengths that have made it a leading brand in its market: a fair and empathetic understanding of a subject as complex as school. In this new opus, we take a humorous look at the topic of marks, one we’ve all gone through, a universal vector of tension and bickering between parents and children… and one that continues to exist in new ways even when marks improve thanks to Acadomia. Add to that the tender approach of Rudi Rosenberg and you have 3 films in which parents and children will undoubtedly recognize themselves." 

 

Philippe Coleon, Chairman and CEO of Acadomia said:

"This new campaign reaffirms Acadomia's commitment to working alongside families. We know just how much families' daily lives can be affected and spoiled when school results are not in line with expectations. For the past 25 years, our ambition has been to restore our students' love of learning, to support them in their desire to succeed, and in so doing, to contribute to a calm and confident atmosphere within families. Our studies show that our students progress by an average of 4 points in the subject in which we support them. For some, these 4 points enable them to better understand and regain confidence, while for others, they enable them to follow a previously unattainable option, to choose the academic specialty of their choice - in short, to make their dreams come true".