Grand Prix Stratégies Médias 2015
Perfume en pointe.
For the launch of its first eau de parfum, the fashion brand Repetto wanted to take to the streets with an untraditional media plan. The French house originally known for ballet shoes would create an emotional bond to its fans by capitalising on its strength: classic dance.
We chose an emotional and aspirational object, a music box, and hired nearly a dozen dancers from the Opéra de Paris to perform in and around a giant open-air music box, accompanied by a live classical score. The performance took place in three major French cities: Paris, Lille, Toulouse, and a video of the event went viral online.
By performing the story of a little ballerina who fell desperately in love, the dancers created an unexpected moment of beauty in the city—like perfume on a passing breeze.