Through cinematic storytelling, Design Army developed a fully integrated campaign to bring Paris to Bangkok. At the campaign’s center is a film that takes our heroine through the streets of Paris to find the elusive Choupette — Lagerfeld’s much beloved Persian cat. Using a mix of live action and animation, we shot at quintessential Parisian locations and brought a touch of Bangkok to Paris via a Tuk Tuk, a much loved and iconic symbol in Thailand.
Using a mix of campaign assets, product focused content, and creating new animations allowed Jaspal to stay with their target segments through the journey to purchase.
The campaign extends to transportation with an awe-inspiring train takeover…
and to in store — from windows to display and floor merchandising. For the launch event, we designed a special edition shopping bag and journal — to take a little bit of Choupette with you wherever you go!
All roads led to a product launch that saw historic crowds with Jaspal customers waiting in line to be inspired and, most importantly, to purchase.