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…)