THE MAGIC WALLPAPER

Gold Eurobest

Case Film

Presentation Image

ClientCASTORAMA
Category C01. Mobile Apps
TitleTHE MAGIC WALLPAPER
Product/ServiceSTORE TOOLS
Entrant TBWA\PARIS, FRANCE
Idea Creation TBWA\PARIS, FRANCE
Idea Creation 2 TBWA\DAN PARIS, FRANCE
Credits
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

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

On a traditional wallpaper, designs with several small characters were printed. Design by five differents illustrators to suit all tastes of child and parent. These patterns are digital markers. Simply take a picture of them using THE MAGIC WALLPAPER application by Castorama and instantly, you can discover the story, read it to your child or make him/her listen to it. You can also scan several characters and discover other stories. There are as many stories as there are unique characters and possible combinations of characters : dozens of stories to discover and many moments to be shared between parents and children. That's THE MAGIC WALLPAPER!

The initial aim of this operation was to give a positive image of the brand on social networks: Castorama, convinced of the reality and success of THE MAGIC WALLPAPER, made it a real product referenced in store with more than 18 000 units for sale (traditional children's wallpaper is normally made at 8 000 units). We started with a pre-sale period in a few stores (5 throughout France). Actual figures do not mean much regarding the limited number of stores. Nevertheless, we recorded a +20% up sale vs "usual" printed for kids wall papers. When we launched on a national scale, we almost recorded the same growth (+17%) on the first month of ales. The trend since then can be confirmed and we can anticipate annual sales around 2.500 pieces of magic wall paper to be sold -- one of their best seller sku."

"Casto c’est castoche": signature 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. That is why Castorama offers THE MAGIC WALLPAPER, which is aimed at children from the age of 3 and parents who want to make them discover the world differently and develop their imagination. Castorama targets nearly 13 millions potential targets in France. Initially planned as a communication with a limited production, THE MAGIC WALLPAPER is produced in industrial quantities. The brand communicated on its product in PR, media and with a bold digital plan enabling potential customers to discover online the experience of THE MAGIC WALLPAPER online before coming to buy it in store.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

The Eurobest Awards is the benchmark for creative and effective branded communications in Europe.

For the past 32 years Eurobest has set the bar for Europe's creative communications industry, enabling those who push the possibilities of creativity to compete locally and be recognized globally.

Find out what's new in 2020

Juries announced

The names of the jurors for Eurobest Awards 2020 have been announced. All leaders in their respective fields, they encompass a wealth of creative expertise, skill and talent.

This year, our jurors will be judging the work online. We're adapting our robust and rigorous judging system to an online environment, while retaining our commitment to inclusivity and in-depth debate. As always, the work will be given the time, recognition and platform it deserves.

See the Juries

Get the Eurobest Evolving Trends Report

Full of useful insights and commentary, the Eurobest 2020 Evolving Trends Report revisits five key trends in creativity that emerged in 2019. With predictions from 2019 Jury Presidents and opinions on last year's winning work, we ask, “Where were we then? And what’s next?” across five key areas.