For the launch of these new editions "Le Classique" and "Le Mâle", the house of Jean Paul Gaultier has teamed up with street artist André to create a bottle with urban colours.
It is therefore quite natural that a wild poster strategy was put in place to promote this perfume on a national scale.
Urban Act, in this context, deployed a wild poster campaign in Paris and in 7 provincial cities in order to get as close as possible to the urban flows in the shopping, lively and nightlife districts.
The campaign was widely publicised and the reactions of those who know the artist André, and even some of his fans, were quite rare, as our teams noted that some posters were cut up on certain walls, a way of appropriating the campaign in a rather surprising way.
The street is a place for meeting, sharing and exchanging, and this campaign shows once again how sensitive the public can be to these proximity devices which are part of a logic of sharing and ephemeral exhibition.
A very specific profession, strong customer expectations and local know-how that is not always mastered
or up to the stakes, have prompted advertisers to seek Urban Act and its expertise beyond its borders.