Castorama Design & Branding, Case study The Magic Wallpaper [image] 2 by TBWA Paris, Dan Paris

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The Magic Wallpaper [image] 2

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Industry Department Stores & Shopping Malls, Mobile applications
Media Design & Branding, Case study
Market France
Agency TBWA Paris
Director Hungry Beards
Executive Creative Director Benjamin Marchal, Faustin Claverie
Art Director Jérémy Armand, Fabien Gille, Paul Reyrolle, Romain Belleville
Copywriter Glen Troadec, Duval Fabien
Creative Agency Dan Paris
Released October 2016


Cannes Lions 2017
Design Digital & Interactive Design: UX Interface & User Journey Silver Lion
Digital Craft Form: Image; Sound; Aesthetic: Interface & Navigation (UI) Silver Lion

Credits & Description

Title: The Magic Wallpaper
Agency: Tbwa\Paris, Dan Paris
Brand: Castorama
Country: France
Entrant Company: Tbwa\Paris, Paris
Advertising Agency: Tbwa\Paris, Paris / Dan Paris, Boulogne-Billancourt
Executive Creative Director: Benjamin Marchal (Tbwa\Paris)
Executive Creative Director: Faustin Claverie (Tbwa\Paris)
Copywriter: Fabien Duval (Tbwa\Paris)
Copywriter: Glen Troadec (Tbwa\Paris)
Art Director: Fabien Gille (Tbwa\Paris)
Art Director: Paul Reyrolle (Tbwa\Paris)
Art Director: Jérémy Armand (Tbwa\Paris)
Art Director: Romain Belleville (Tbwa\Paris)
President: Philippe Simonet (Dan Paris)
Chief Digital Officer: Anthony Hamelle (Dan Paris)
Creative Technologist: Guilhem Vacher (Dan Paris)
Digital Art Director: Nicolas Barres (Dan Paris)
Digital Copywriter: Charline Dantigny (Dan Paris)
Lead Motion: Christophe Courty (Dan Paris)
Lead Ux: Yann Lupion (Dan Paris)
App Developer: Kamal Zitouni (Dan Paris)
C.E.O: Maxime Boiron (Tbwa\Else)
Producer: Cathy Pericone (Tbwa\Else)
Sound Director: Fabrice Pouvreau (Tbwa\Else)
Vice President: Anne Vincent (Tbwa\Paris)
Account Director: Marc Fraissinet (Tbwa\Paris)
Account Manager: François-Xavier Parison (Tbwa\Paris)
Directors: Hungry Beards (Tbwa\Paris)
Digital Project Manager: Julie Laroussinie (Dan Paris)
Junior Digital Project Manager: Juliette Gonzales (Dan Paris)
"Casto c’est castoche", "Chez Casto, il y a tout ce qu’il faut" : selling lines that all the French quote spontaneously. This shows the attachment they have for the brand and the place that it has in their hearts. Because Castorama is not just a DIY brand but a source of inspiration for improving everyone's daily life, the brand has complete legitimacy to offer innovative products. The creation of THE MAGIC WALLPAPER is part of an interview with a psychoeducator, Solène Bourque, that evoked the very active development of children's imagination between 2 and 6 years, notably through the stories we tell them.We first worked on 5 character designs in order to attract as many children as possible. The Artistic Directors and the illustrators have called on specialists in drawing for children to adapt their work to the specificities of early childhood.The writing of the stories was done with the help of children's writers. They were tested directly with the children at school. The stories were read by the mistresses. They were then optimized according to the reactions observed. The application was also thought for children: its design, animations and user experience were worked to be the most child compliant. The design of the application is based on the standards of child imagery: simplicity, clarity, animation.Whatever page you are on, the child can follow the navigation with his father or mother. Each action or functionality has been thought out for the attention of the child to be captured and his or her imagination to be stimulated.
Campaign Description:
Castorama is the brand who knows us and who accompanies us in all the moments of our life. Moments spent with your family are rare. That’s why they’re so precious.Bedtime is the only time of day when parents and children are really spend time together. We have turn this precious moment into a magical moment.We invent a new discovery medium, an accessible, fun and innovative way to tell stories to children: THE MAGIC WALLPAPER, the first wallpaper that gives access to innumerable adventures.