PUBLICIS 133, Paris / LUXOTTICA / 2013
Persol aims to reach a restricted but very demanding target, the intellectually driven who thrive on a search for quality. They are not fond of flashy logos and their fashion sense requires no one’s validation. Colorful messages and mass hype don’t resonate in their ears, only substance.
As a global brand, we had to create a compelling story told in a universal language that would capture the imagination of our sophisticated audience.
First, all prints were released for press and point of sale.
Then, we began teasing the campaign on social media.
On the website, the campaign was revealed. Artists had each their own section, including films and pictures from their stay at the atelier. The sections were revealed weekly one at a time.
Also, the long format documentary was released to be screened at film festivals and special events.
With the Atelier, the brand grew closer to art and its makers. Asides from an overwhelming response from the art community, it added a bit of beauty and craziness to the world. And not to forget: a giant blue musical egg we had no idea what to do with.
JOHANNES LEONARDO, New york