The nature of the promotion meant that those selected for the audience were so excited they championed the brand themselves, promoting Gauloises and associating it with unusual, nonconformist ideas.

“Theatre en route”, the world’s smallest theatre, was a French car that drove through the night-time city streets. An audience of three would sit in the back and watch a production in which it was never totally clear where fiction ended and reality began. All in all, it was a truly unforgettable experience.

The Gauloises smokers selected for the audience positively raved about their experience among their peers, ensuring “Theatre en route” was the talk of the town in each of the eight major German cities it visited. Demand for seats far outstripped supply, meaning that places had to be allocated via a lottery. On top of this, the journalists who took part were so excited by the concept that every single one wrote about their experiences in the press.

Gauloises smokers are demanding individuals and want to be constantly surprised and stimulated by their cigarette brand. Traditional billboards or press ads simply aren’t original enough. We thus developed an activity that truly embodied the brand’s core value of non-conformism in an exciting, innovative way.

Landshoff Entertainment