La Redoute: LIVE WEATHER BILLBOARD

Credits & Description:

Type of entry: Billboards & Street Furniture

Category: Retail Stores, Restaurants & Fast Food Outlets

Advertiser: LA REDOUTE

Product/Service: SALES

Agency: CLM BBDO Boulogne-Billancourt, FRANCE



Executive Creative Director: Matthieu Elkaim

Creative Director: Benjamin Marchal/Olivier Lefebvre

Copywriter: Vincent Cusenier

Art Director: Lucie Vallotton

Account Supervisor: Amelie Poisson

Advertiser's Supervisor: Audrey Bedoucha

Producer: Jacques Fouche

Account Manager: Anne-Lise Sellier

Other Credits: Director : Brice De La Corte/Pierre Deshayes: Case Study Editor



Description of Ambient execution

Laredoute.fr is the first fashion e-retailer in France.

Objective :

Launch the new collection by showcasing the large fashion offer.

Insight

We adapt and change our outfit depending on the weather.

When weather changes, clothes we wear change too.

It’s at the closest of the consumers’ feelings at that very precise moment when they feel cold, or when it’s raining, etc.

Creative answer

Adapt ads that people see to the weather by changing the showcased outfits live.

Media execution

We reinvented the outdoor media by using the digital technology. We developed a special technology to target the consumers at a very precise moment, by being pretty relevant to their feelings/needs.

The campaign has been relayed on Facebook, Twitter and numerous blogs ( Vogue, Garance Doré, Elle…)