Cannes Lions

SOFA, Looking for Togo

RADIO K7 CREATIVE, PARIS / LIGNE ROSET / 2024

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Overview

Entries

Credits

Overview

Background

Today, the Togo sofa is exhibited in some of the world's greatest design museums. Fifty years after its launch, it still enjoys incredible popularity, with tens of thousands of #togosofa posts on Instagram. Yet the brand communicates very little about it, and has very few archives. This anniversary feels a perfect time to pay tribute to the masterminds behind the Togo. But how can we document its exceptional destiny for current and future generations?

Looking for Togo was designed to be the summer podcast for all design lovers.

This podcast is an adventure and an investigation to try to understand this worldwide success a little better. How did this sofa become such an iconic, inescapable piece of design? Why does everyone want it? What’s its secret?

A podcast series of 7 episodes of approx. 15 minutes each. The podcast is available in French and in English on regular podcasts apps.

Execution

To celebrate the 50th anniversary of the Togo, the journalist and author Aurélie Sfez has led an 8 months-long investigation from Paris to Los Angeles, to understand the worldwide success of the famous sofa, designed by Michel Ducaroy for Ligne Roset.

Throughout her journey, Aurelie Sfez has met extraordinary personalities, all of whom have accepted to share their passion for design with her.

In this episode, Aurélie Sfez is taking the train to Saint-Vincent-de-Tyrosse, in the middle of the French southwest forests, to meet with lifestyle influencer Marion Gruber. She’s going for a stroll at the Museum of Decorative Arts in Paris with Dominique Forest, the Chief Curator of Modern & Contemporary department and she’s having a coffee with Jacques Séguéla, the king of trendy and provocative advertising in the 1980s.

You can follow the SOFA journey and find all the interviewed personalities on a one-of-a-kindTogo map! See attached file.

Outcome

Quantitatives:

— No.1 Design podcast on Apple France last summer

— The podcast attracted more than 120,000 listeners in 6 months, two-thirds of them outside France

— The average completion rate for the series is 80%, an excellent score.

— On @ligneroset's Instagram: 190.8K accounts reached organically with publications linked to the podcast.

Qualitatives:

— A podcast recommended by the New York Times and Wallpaper magazine

— Best Branded Podcast (Gold) and Best Media coverage for a Branded Podcast (Silver) at the Paris Podcast Festival 2023

— Bronze winner of the Stratégies Grand Prize of Brand Content 2023

Similar Campaigns

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Ligne Roset - Modern since

LES GAULOIS, Paris

Ligne Roset - Modern since

2016, LIGNE ROSET

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