Le Nouveau Chic
Looking to re-invigorate Paris' most iconic luxury department store, Galeries Lafayette and creative agency Wednesday conceived the campaign "Le Nouveau Chic" (The New Chic). The campaign was to launch a complete rebrand of Galeries Lafayette and was centred around the concept of originality, individuality and the future of French fashion. ITB were approached to find an eclectic range of local French talent to personify Galeries Lafayette's new image and bring the campaign to life representing the diversity of the department store.
Casting, Negotiating and Securing
After extensive exploration into local Parisian and French culture, a diverse cast of modern French talent, leaders in the world of fashion, food, culture and the arts were found and approached to become the new faces of Galeries Lafayette, representing 'Le Nouveau Chic'.
Participants included ballet dancer Marie-Agnès Gillot, musician Gabriel-kane Day Lewis, chef Pierre Jancou, fashion blogger Mademoiselle Agnès, hip-hop dancers Les Twins and models Camille Rowe & Anais Mali. As well as casting, ITB was responsible for contracting and negotiating each talent and their participation in the campaign.
The Integrated Campaign
The integrated campaign included a social teaser and postings from the cast of talents themselves, through to film and big impact OOH assets.