Filmed at the Boulevard Haussman flagship store, the campaign from DDB Paris will be rolled out on television, in magazines, on posters and across digital channels
Galeries Lafayette starts the back-to-school season with optimism and is keen to connect with customers as it launches a national multimedia institutional advertising campaign to celebrate its core business as a retailer.
Set to run from 21st August to 12th December 2022, this resolutely positive campaign designed with the general public in mind marks the return of Galeries Lafayette to television screens.
Filmed inside the iconic Galeries Lafayette Haussman flagship store, the ad stands out as an ode to fashion, creativity and the art of living that promotes France and strongly resonates with the founding values and positioning of the retailer.
The uplifting film tells the story of several very different people who meet under the store’s iconic dome before embarking on an inimitable, magical retail experience showcasing the very best the department store has to offer. Galeries Lafayette chose ‘à quoi je rêve’ by timelessly popular French artist Michel Berger as the music to set the tone for its film.
Galeries Lafayette chief executive officer Nicolas Houzé said, “This campaign reflects our drive to move on from the past two years, which have been very challenging for our company, our people and our customers. We want to reiterate, loud and clear, that we are there for them – to dazzle, surprise, support them and, more than ever before, bring them joy and boost their self-confidence. This campaign is dedicated to them, and we are proud to be able to deliver this message from the place where the story of this family-run business began – Galeries Lafayette Haussmann.”
To successfully bring the project to fruition, Galeries Lafayette collaborated with the consulting agency DDB Paris and New York-based directing duo BRTHR (known in particular for their work with Yves Saint Laurent Beauté and Adidas, as well as artists including The Weeknd, Lana Del Rey and Selena Gomez).
The television campaign will be broadcast during prime time (mainly between 6 and 10 p.m.) on terrestrial channels over the last four months of the year. It can also be spotted across digital and cable television channels, digital media (online videos and social media), as well as in magazines and the national press. Additional media plans will also be rolled-out on a similar scale in 2023.
FILM
CLIENT: Les Galeries Lafayette
CLIENT SUPERVISORS: Guillaume Gellusseau, Guillaume Cappon, Elodie Geryl, Marine de la Boutresse
AGENCY: DDB Paris
CHIEF CREATIVE OFFICER: Alexander Kalchev
SENIOR ART DIRECTOR: Ondine Simon
AGENCY SUPERVISORS: Jean-Luc Bravi, Julie Haslé, Louise Cassola
PLANNER: Sébastien Genty, Marion Mons Catoni
TV PRODUCER: Corinne Persch, Gaëlle de Pompignan
SOUND: Marine Cremer, Cédric Boit, Alexandre Vicart
PRODUCTION COMPANY: Hamlet
DIRECTOR: BRTHR (Alex Lee et Kyle Wightman)
CLIENT: Les Galeries Lafayette
CLIENT SUPERVISORS: Guillaume Gellusseau, Guillaume Cappon, Elodie Geryl, Marine de la Boutresse
AGENCY: DDB Paris
CHIEF CREATIVE OFFICER: Alexander Kalchev
SENIOR ART DIRECTOR: Ondine Simon
ART DIRECTOR: Roxane Hamonière
AGENCY SUPERVISORS: Jean-Luc Bravi, Julie Haslé, Louise Cassola
PLANNER: Sébastien Genty, Marion Mons Catoni
TV PRODUCER: Corinne Persch, Gaëlle de Pompignan
PHOTOGRAPHER: Clark Franklyn
PRODUCTION COMPANY: Hamlet
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