C&a Promo, Case study THE WINDOW OF THE YEAR by DDB Sao Paulo

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THE WINDOW OF THE YEAR

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Industry Apparel & Accessories Stores
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Executive Creative Director Marco Versolato, Jaques Lewkowicz
Copywriter Alessandra Pereira
Producer Fabiano Beraldo
Released April 2011

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: C&A
Product/Service: GISELE BUNDCHEN’S COLLECTION FOR C&A.
Agency: DDB BRASIL
Date of First Appearance: Apr 28 2011
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Media Vice President: Monica de Carvalho (DDB)
General Media Director: Alessandra Gambuzzi (DDB)
Media Director: Soraya Sobral (DDB)
Media Supervisor: Patricia Oliveira (DDB)
Media Supervisor: Vanessa Moscardo (DDB)
Chief Creative Officer: Sergio Valente (DDB)
Executive Creative Director: Marco Versolato (DDB)
Creative Directors: Ricardo Tronquini/Cristian Mazzeo (DDB)
Art Directors: Ricardo Tronquini/Renato Machry (DDB)
Copywriter: Alessandra Pereira (DDB)
Producer: Fabiano Beraldo (DDB)
Media placement: Store - C&A Window - 28/04/2011

Insights, Strategy & the Idea
For the launch of one of its most expected collections, C&A put one of the most famous and renowned supermodels inside one of its windows on the busiest avenue in Sao Paulo. And to top it all up, it broadcasted the action live to thousands of people.
Gisele Bundchen, a power icon in several aspects, including the fashion world, besides featuring in the campaign, also developed and signer the collection, inspired in the clothes of her own wardrobe.

Creative Execution
The shop window brings to the public current fashion trends and what is going to be fashionable during the season, becoming a hit. Embodying all of this, Gisele Bundchen stayed during 7 minutes in the C&A window, stopping the traffic and parading the items of her exclusive collection having as background the song “You Got It” by Roy Orbinson.
But it would have been a pity to only show this catwalk event only to the thousands of people squeezed together in front of the store, so the entire action was broadcasted live on MSN Messenger’s half banner and on the brand’s site.

Results and Effectiveness
Promoted to more than 3 million people and watched by more than 4 thousand people live, on the street in front of the shop window, on MSN Messenger or in the brand’s site, turning the 7-minute action into more than 24 hours of repercussion.
On that day, the action became trend topic on Twitter and became news all over the world. C&A was headlines in the major news portals everywhere.
And on top of all that, on the night of the 27th, a 4-minute slot promoting the action was aired by the country’s main TV channel, during the most prestigious TV news program, giving even more value to GISELE BUNDCHEN’S COLLECTION from C&A.