Centre Pompidou: #SouvenirsDeParis by Marcel

Agency: Marcel
Date: Nov 2018
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Paris’ Centre Pompidou – known the English-speaking world as the Pompidou Centre – has attempted to place itself in the same tourist league as the Eiffel Tower and the Notre-Dame cathedral by creating its own line of souvenir statuettes.

The art gallery tasked Publicis agency Marcel to revamp its reputation to become a must-see destination for international tourists visiting the French capital. Currently, the centre is popular with Parisians, but not so much with those from out of town.

The agency noted the likes of the Arc de Triomphe and the Sacré Coeur were all available to purchase in miniature form by the side of the road, but not the Pompidou. So, mimicking the usual statuettes on offer outside of these popular destinations, Marcel created its own batch of Pompidous.

A QR code was printed on the base of the souvenirs that revealed an automatic map to the centre when scanned by a smart phone.

Marcel then ‘flooded the city’ with its creations, hiring its own ‘squad’ of Pompidou sellers. The gang set up shop in front of the typical Parisian sites in order to divert tourist traffic to the art gallery. These hustlers also doubled as marketers for the destination.

Finally, the campaign saw mini buses drive through the streets picking up tourists and dropping them at the centre for free.

The centre has released an online video charting its below-the-line efforts using the campaign hashtag #SouvenirsDeParis.

Credits

CREDITS

Agence: Marcel (groupe Publicis)

CE Os: Pascal Nessim / Charles Georges-Picot

cco: Anne de Maupeou

Creative Directors: Youri Guerassimov / Gaelan du Peloux Copywriter: Antonin Jacquot

Art Director: Clement Sechet / Aurelie Halbmeyer Motion: Arnaud Raquin

Partner: Blandine Mercier

Account Manager: Noella Neffati

Project Managers: Claire Sioufi / Jeanne Philippe

cso & Managing Partner: Nicolas LeVY

social Media Manager: Julien Petit/ Romain Jouffriault RP: Leila Touiti-Rose / Catherine Helfenstein

Production Company: Artisans du Film

Director: Guillaume Talvas

Producer: Valery du Peloux

DOP: Nils Runiet / Niels Benoist

camera: Pierre Bernier/ Frederic ouziel

sound: Valentin Verrier

First Assistant Director: Nadia Moussa

Production Coordinator: Laura Fague Martin

camera Assistant: Maxime Maujan

Editing: Guillaume Talvas

Editing Assistant: Cecile Valente

Post-Production Supervisor: Thibaud Colignon sound Mixer: Charli Masson

Colorist: Johan Tur

Post-Production: ADF L'atelier

Music: David Makima

Print Production Company: Prodigious Producer: Suzanne Pereira Dias/ Nathalie Turmel Model Maker: Mathieu Andrieu

Photographer: Aurelie Halbmeyer

Retoucher: David Verduci

Media: Blue 449

CEO: Pascal Crifo

Head of Digital trading: Julie Emberger

Social Media Strategist: Theo Ravel de Fereirolles Head of Brand Activation: Fouad Hachani Endorsement & KOL: Carmelle Basset-Chercot

MSL

CEO Publicis Consultants: Clement Leonarduzzi

CENTRE POMPI DOU

Director of Communications and Public Relations: Benoit Parayre

Director of Audience engagement and Education: Catherine Guillou

Assistant Director of Communications and Public Relations: Marc-Antoine Chau mien Chief of Audience Engagement: Cecile Venot

Head of digital: Paul Mourey

Chief Press Officer: Elodie Vincent

Assistant Chief of Audience Engagement: Aurelie Jourde

Video Production Manager: Isabelle Danto

Social Media Manager: Chloe Tournes

Executive Assistant: Catherine Legoux

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