JEAN-FRANCOIS SACCO CLM BBDO VP CCO
GILLES FICHTEBERG CLM BBDO VP CCO
BERTILLE TOLEDANO CLM BBDO VP IN CHARGE OF STRATEGY
FABIEN MOUILLARD CLM BBDO CREATIVE DIRECTOR
ARNAUD SIEUX CLM BBDO GROUP ACCOUNT DIRECTOR DIGITAL
MARIE CHAVAROT CLM BBDO GROUP ACCOUNT DIRECTOR
AUDREY DOS SANTOS CLM BBDO DIGITAL PROJECT MANAGER
RONAN COURSIN CLM BBDO ART DIRECTOR
LOUISE MUSSOT CLM BBDO COPY WRITER
SYLVIE ETCHEMAITE CLM BBDO PRODUCER
OLIVIER MARCHAND SOLEIL NOIR
CHIEF OPERATIONS OFFICER
BRUNO MAILLARD WIZZ PRODUCER
Develop, through an original browsing experience, the different components of Dior’s new communication campaign, as well as the Lady Dior range of bags. The site has to offer an intense emotional journey, as well as an interactive experience between consumer and brand. Thanks to the site, the consumer can discover, through a unique browsing process, the following content: - David Lynch’s “Lady Blue Shanghai” film - “Lady Blue Shanghai” print and outdoor campaign - 8 - 10 shortcuts directed by David Lynch - The “Lady Dior” range of bags - List of Dior stores in China
Describe the brief from the client:
To enhance and develop Dior on the Chinese market in 2010, the brand launched an extensive advertising campaign featuring a city, Shanghai, an ambassadress, Marion Cotillard, and a director, David Lynch. In line with the launch, DIOR intends to design a website that showcases the various components of the campaign (commercial, print, outdoor, short cuts, etc.), based on one of its symbolic, star products, the Lady Dior bag. The website has to convey the core expression of DIOR’s creative passion, dazzle and excellence.
Description of how you arrived at the final design:
To achieve it we developed a mysterious, luxurious smoke in which we buried the different items of the brand’s content. The smoke represented the magic of the East (Shanghai), the mystery of a love story (Marion Cotillard and a stranger) and the fantastic universe of a director (David Lynch). Moreover, it holds in its heart the range of Lady Dior bags that symbolise the brand.
Indication of how successful the outcome was in the market:
The Lady Dior website generated a high number of hits. Almost 750,000 unique visitors on average spent 3 minutes on the site with a little over 3 page views. The setup achieved another main goal: exhibiting the brand on the Chinese digital market, with almost 350,000 unique Chinese visitors.