Castorama Film, Digital, Design & Branding The Magic Wallpaper by TBWA Paris

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The Magic Wallpaper

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Industry Department Stores & Shopping Malls, Mobile applications
Media Film, Digital, Interactive & Mobile, Design & Branding
Market France
Agency TBWA Paris
Executive Creative Director Benjamin Marchal, Faustin Claverie
Art Director Mélany Caulet
Copywriter Glen Troadec, Fabien Duval, Charline Dantigny
Production ELSE Paris
Released May 2017

Credits & Description

Agency: TBWA\Paris
Advertising managers (Castorama):
Guillaume Dumarché – Claire Lefèvre – Marion Parent

Agency managers (TBWA\Paris):
Anne Vincent - Marc Fraissinet - François-Xavier Parison
Executive Creative Directors: Benjamin Marchal - Faustin Claverie
Copywriters : Fabien Duval - Glen Troadec
Artistic Director: Fabien Gille – Nicolas Barrès
Illustrators: Paul Reyrolle – Jérémy Armand – Fabien Gille – Romain Belleville – Benjamin Marchal
Digital Creation (DAN\Paris) : Philippe Simonet - Guilhem Vacher - Ivan Zindovic –- Julie Laroussinie
Art Directors: Mélany Caulet
Copywriters: Charline Dantigny
Lead Motion design : Christophe Courty
Lead UX: Yann Lupion
App Developer: Kamal Zitouni
Production (TBWA\Else): Maxime Boiron - Cathy Pericone
Sound Director: Fabrice Pouvreau

A creative and interactive prowess
Every combination is possible since we can also scan two characters in order to have them interact and discover a story that brings them together. All in all, we can enjoy dozen and dozen of stories. Each lasts a little less than 5 minutes.
The application comes with two reading modes: an audio version with the voice of a storyteller, as well as a text mode with fun and realistic sound effects, available by clicking on certain words.
Castorama and TBWA\Paris have thought of everything, since The Magic Wallpaper application can work in airplane mode in order to limit the exposure to waves. A night mode with fainter luminosity is also available.
The Magic Wallpaper application is available for free in the App Store and in the Play Store. (
To produce this wallpaper 2.0, Castorama also relied on the expertise of Graham & Brown, a long-time partner of the retailer and the exclusive manufacturer of this new brand of wallpaper.
The communication campaign
The communication campaign will unfold on various channels:
- On social media, to announce the launch of this innovative wallpaper, to engage the public and to make the product go viral.
- A display campaign whose banner creation will rely on the editorial context of the user or the article they are reading.
- On- and off-line point-of-sale promotional activities.
About Castorama
Castorama is a retail chain and part of the Kingfisher Group, Europe’s leader in the home improvement segment. With 12,000 employees and 103 stores in France, our fervent wish is for everyone to be able to create homes that are a great place to live in. For more information, visit