Case Film

Presentation Image

Title	THE MAGIC WALLPAPER
Brand	CASTORAMA
Product/Service	STORE TOOLS
Category	C01. Editorial
Entrant	TBWA\PARIS, FRANCE
Idea Creation	TBWA\PARIS, FRANCE
Idea Creation 2	TBWA\DAN PARIS, FRANCE

Name	Company	Position
Benjamin Marchal	TBWA\Paris	Executive Creative Director
Faustin Claverie	TBWA\Paris	Executive Creative Director
Fabien Duval	TBWA\Paris	Copywriter
Glen Troadec	TBWA\Paris	Copywriter
Fabien Gille	TBWA\Paris	Art Director
Paul Reyrolle	TBWA\Paris	Art Director
Jérémy Armand	TBWA\Paris	Art Director
Romain Belleville	TBWA\Paris	Art Director
Philippe Simonet	DAN\Paris	C.E.O
Anthony Hamelle	DAN\Paris	Chief Digital Officer
Guilhem Vacher	DAN\Paris	Creative Technologist
Nicolas Barres	DAN\Paris	Digital Art Director
Charline Dantigny	DAN\Paris	Digital Copywriter
Christophe Courty	DAN\Paris	Lead Motion
Yann Lupion	DAN\Paris	Lead UX
Kamal Zitouni	DAN\Paris	App Developer
Maxime Boiron	TBWA\Else	C.E.O
Cathy Pericone	TBWA\Else	Producer
Fabrice Pouvreau	TBWA\Else	Sound Director
Anne Vincent	TBWA\Paris	Vice President
Marc Fraissinet	TBWA\Paris	Account Director
François-Xavier Parison	TBWA\Paris	Account Manager
Hungry Beards	TBWA\Paris	Directors
Julie Laroussinie	DAN\Paris	Digital Project Manager
Juliette Gonzales	DAN\Paris	Junior Digital Project Manager

The Campaign

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.

Creative Execution

"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 psycho-educator, Sole?ne 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.