Design > Brand Environment & Experience Design

MA PLACE EST DANS LA SALLE

FF PARIS, Paris / PRODISS / 2016

Awards:

Gold Cannes Lions
CampaignCampaign(opens in a new tab)
Presentation Image
Case Film

Overview

Credits

Overview

CampaignDescription

December 18th, Ma place est dans la salle was simultaneously a concert, a one man show, a classical piece, a ballet, a musical, during which the audience was able to quench its thirst for sensations and culture.

Ma place est dans la salle is also a series of video testimonials, tweets and social media posts in which celebrities, comedians, singers, and dancers show their involvement. From backstage to under the

lights, and on the streets, all reasserted their belief that singers, comedians, actors belong on the stage and audiences in front of them. And for each of them: #MaPlaceEstDansLaSalle

Across France, the public has been invited to book tickets and showed their support and their determination to carry on attending shows by sharing photos, videos and their thoughts. Laughter, joy and life echoed

in concert halls and theatres: #MaPlaceEstDansLaSalle

Execution

Our creative team changed the name of more than 150 shows, the mention « Ma place est dans la salle » has been added in each billboards and posters that participate to the campaign. Artists, technicians, theatral directors, tickets resellers got mobilized and worked for free. We used more than 250 artists and celebrities to invite each Parisian to return to theaters, concert halls, kids shows…

VIDEO LAUNCH: Celebrities invited people to see the show “Ma Place Est Dans La Salle“ by posting a video from their own social media accounts to help spark viral word-of-mouth and fuel media coverage for the launch of the campaign.

DURING THE NIGHT OF DECEMBER 18: All the shows were fully booked. Parisians shared through social medias their pictures of the posters and the shows. We relayed it all night long and mass media publications joined also the movement.

Outcome

> More than 200 artists and celebrities joined the movement.

> #MaPlaceEstDansLaSalle became #1 Trending Topic on Twitter. Even the mayor of Paris and the French Minister of Culture tweeted about the campaign. The operation resonated beyond our borders and we received messages of solidarity from all over the world.

> +171 Million twitter impressions in 24 hours

> + €1,8 Million earned media in 24 hours

> 2,38M press reviews

> During the night of December 18, the people answered the call and the Parisian shows were all fully booked.

> This public engagement represents a symbol of resistance in order to defend French culture, our way of life and our artistry in the world of entertainment for today and tomorrow.

Strategy

Our target was the French people that used to go to theatre, ballet, one man shows, musical comedies but not only, because the french people that like to got out, laugh or just live, are affected too. So, we aimed at 66 millions French people and foreigners which are supporting them as well.

On December 18, working alongside for free, printers, producers, mobilized and a real act of solidarity appeared. A symbolic slogan that called for every Parisian, every French person to return to performances in a sign of resistance and struggle against the fear. Concert halls and theaters decided to unite and change the name of their shows to one unique slogan : MA PLACE EST DANS LA SALLE (MY PLACE IS AT THE SHOW) : More than 150 shows changed their name.

Synopsis

November 13 2015, The ‘Bataclan’, a concert hall in Paris is attacked during a performance. An ideological attack against France, its culture and way of life.

One month after these tragic events, the French people were still traumatized.

In term of attendance, the decline nearly reach 80% : an absolute economic disaster.

On December 18, working alongside for free, printers, producers, mobilized and a real act of solidarity appeared. A symbolic slogan that called for every Parisian, every French person to return to performances in a sign of resistance and struggle against the fear. Concert halls and theaters decided to unite and change the name of their shows to one unique slogan : MA PLACE EST DANS LA SALLE (MY PLACE IS AT THE SHOW) : More than 150 shows changed their name.

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