CONTREXPERIENCE by Marcel Paris for Contrex

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CONTREXPERIENCE

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Industry Water
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market France
Agency Marcel Paris
Released June 2012

Awards

Cannes Lions 2012
Media Lions Fast Moving Consumer Goods Silver
Outdoor Lions Special Build Bronze

Credits & Description

Type of entry: Ambient
Category: Special Build
Advertiser: CONTREX
Product/Service: MINERAL WATERS
Agency: MARCEL Paris, FRANCE
Advertiser CONTREX
Product MINERAL WATERS
Entrant MARCEL Paris, FRANCE
Type of Entry: Ambient
Category: Special Build
Title: CONTREXPERIENCE
Advertiser/Client: CONTREX
Product/Service: MINERAL WATERS
Entrant Company: MARCEL Paris, FRANCE
DM/Advertising Agency: MARCEL Paris, FRANCE
Anne De Maupeou (Chief Creative Officer)
Anne De Maupeou (Executive Creative Director)
Anne De Maupeou (Creative Director)
Martin Rocaboy (Copywriter)
Souen Le Van (Art Director)
Michel Kowalski (Account Supervisor)
Emmanuel Manichon/Marie-Cécile Pellé-Lancien/Stéphanie Perrin (Advertiser's Supervisor)
Claude Fayolle (Producer)
Audrey Tato (Account Manager)
Audrey Tato (Account Manager)
Description of Ambient execution
From 26th to 28th August 2011, we placed 10 exercise bikes on a square. These bikes were linked to a string of LED fairy lights.
Pedaling on these bikes made the lights switch on, and gradually form the shape of a giant stripper.
The faster the passers-by pedaled, the more the stripper got naked.
Once completely naked, he came back with a board on the hips congratulating the girls for having burnt 2000 Calories.