DISPLAY BOARD - GUERLAIN - LA PETITE ROBE NOIRE - PARIS

A fashion show unlike any other!

The Fashion Week being one of the busiest times in Paris, Guerlain innovates by hosting a new type of fashion show that would establish its "La Petite Robe Noire" as a staple fragrance among perfume lovers. The models were represented by graceful motionless figures that took over the streets of 5 of the largest cities of France.

Urban Act created a Guerilla Marketing campaign that allowed the French perfume house to emerge at the heart of the urban space in a relevant and cohesive way. The operation simultaneously took place in Paris, Lyon, Nice, Nantes, and Toulouse in order to allow national coverage.

Thousands of silhouettes were deployed in the trendy and lively shopping districts where the brand and its creations were already well established. Prestigious places like Tuileries, Haussmann, Saint-Honoré, or Madeleine (just to mention that Paris) were crisscrossed by these charming feminine silhouettes, who seemed frozen in time.

The campaign was also deployed near the major fashion shows such as Lanvin or Chanel, where the public was allowed to interact with a realistic and human-size representation of Guerlain's most iconic fragrance.

A campaign that beyond its aesthetics and relevance, once again consecrates the street as an innovation ground for advertising. For the city and its ever-changing nature, provide a certain level of flexibility and cohesion that neither luxury nor the most refined aesthetics can't achieve today.

Beauty has never been as captivating as when it wanders in the city in little black dresses…