The Magic Wallpaper

TBWA\PARIS, Boulogne-Billancourt / CASTORAMA / 2017

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Case Film
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Castorama is the historic brand of DIY, decoration and home furnishings in France. This lead market sees some competitors taking an increasingly prominent place, bringing the brand down a step on the podium of the 3 strongest players.

Also, Castorama wishes to regain its leading position and emerge by capitalizing on three major objectives:

• Generate positive buzz around the brand

• Equip the brand with a strong innovation dimension

• Re-energize in-store traffic.

With a budget of € 100K, Castorama wants to offer its customers a new service that allows them to make all the moments of their life better. This is also the opportunity also for the brand to mobilize employees around a motivating and unifying project.


On a traditional wallpaper, designs with several small characters were printed. Design by five differents illustrators to suit all tastes of child and parent. These patterns are digital markers. Simply take a picture of them using THE MAGIC WALLPAPER application by Castorama and instantly, you can discover the story, read it to your child or make him/her listen to it.

You can also scan several characters and discover other stories. There are as many stories as there are unique characters and possible combinations of characters : dozens of stories to discover and many moments to be shared between parents and children. That's THE MAGIC WALLPAPER!

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