Gaite Lyrique Promo, Case study THE THING by Gaite Lyrique, Sid Lee Paris

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THE THING

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Industry Museums & Libraries
Media Promo & PR, Case study
Market France
Agency Gaite Lyrique
Agency Sid Lee Paris
Art Director Julien Rocher
Producer Anne Pruvost
Released March 2011

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: GAITE LYRIQUE
Product/Service: DIGITAL MUSEUM
Agency: SID LEE
Agency: GAITE LYRIQUE
Date of First Appearance: Mar 1 2011
Entrant Company: SID LEE, Paris, FRANCE
Chief Creative Officer/Executive Creative Director/Creative Director/Copywriter/Art Director: Sid Lee (Sid Lee)
Producer: Anne Pruvost (Astrolab)
Art Director: Julien Rocher (Astrolab)
Media placement: all - all - 03/01/2011

Insights, Strategy & the Idea
• What happened as a result of the communication activity?
The communication campaign helped make people’s vision of digital art evolve. The psychological a priori about supposedly cold digital art decreased, while the awareness of La Gaité Lyrique’s opening increased.
• How did the communication achieve the goals and influence business outcomes? Include commercial results such as sales and profit as well as change in consumer awareness and attitudes.
In the two days that the installation ran it reached over a 1000 people directly on the street. A combination of newspapers and bloggers reported on the stunt making the opening of themuseum a success. The Gaite Lyrique could not accommodate all the visitors in the first night and the following week.

Creative Execution
• What was the creative strategic solution?
A team of coders, creatives and technicians set out to change the everyday. They created an art piece in the streets of Paris, an interactive wall projection that invited the spectators to participate in an unconventional installation.
The participants’ movements trigger the technology in different ways. You could, for example, send a ball into the air, play together with other people in the audience, stand in the middle of a cascade of colour ful particles or collect the particles to place on the wall. In short, it’s an interactive artwork that changes and makes you the artist. A way to show how digital art can be truly accessible and human.

• Describe the different channel(s) and how they worked together to maximise the campaign
The two stunts were filmed and the video was broadcast in cinemas and online. The point was to both emphasize the poetry of the events through wide screens but also to spread the word among a large audience.

Results and Effectiveness
La Gaité Lyrique is a new cultural centre dedicated to digital culture, a place where technologies, art and human meet. The objective was to communicate on the opening, but moreover to expose the vision behind the project and excite people.
• Describe the target audience and their relationship with the brand
A very wide audience: Parisians first, then French as a whole and tourists. With all its diversity: initiates to novice, adults to young to teens. The key barrier to face was the preconception that technology is cold, complex, abstract; making digital art even more distant, boring and even less appropriable to a wide audience.
• Explain the unique insight that shaped the idea
Technologies aren't cold, on the contrary they're highly human and can be even be magical.
• How was it relevant to both the client and the target audience?
La Gaité Lyrique is all about breaking barriers between art and mass audience, placing the human, the visitor at the centre of all programming.