GET STREET

TitleGET STREET
BrandBACARDI
Category E02. Ambient Outdoor
Product/ServiceGET27
Entrant DARE.WIN Paris, FRANCE
Idea Creation DARE.WIN Paris, FRANCE
Production PAVILLON NOIR Saint-Ouen, FRANCE
Credits
Name Company Position
Wale GBADAMOSI OYEKANMI Dare.Win President
Fabienne FIORUCCI Dare.Win Creative Director
Damien FOUI Dare.Win Creative Director
Marieke NAVAUX Dare.Win Creative
Clément NIVIERE Dare.Win Art Director
Rosalie NOEL CASSAN Dare.Win Art Director
Lydia FARAJ Dare.Win Strategic Planner
Kathleen Mc Nally Dare.Win Influence Manager
Arthur DE CLERCK Dare.Win Integrated Producer
Daniel ISMAILY Dare.Win Lead Video
Yohan BAULAC Dare.Win Motion Designer
Elodie SCHALK Dare.Win Account Manager
Natcha CREA Dare.Win Account Manager
Jimmy GUINDY PAVILLON NOIR Executive Producer
Romain BERNARD PAVILLON NOIR Producer
Camille MARTINEZ PAVILLON NOIR Project Manager
Romain CHARRIER PAVILLON NOIR Art Director
Sébastien BERSIHAND Bacardi Marketing Director Rebel Brand
Hortense PAYENNEVILLE Bacardi Brand Manager Get
Anne ERNOULD Bacardi Junior Brand Manager Get
Julia PHANG Bacardi PR Manager Bacardi

Write a short summary of what happens in the digital or ambient execution or campaign.

We wondered....How to bring a Get wave into cities? A fresh, fun & French wave that install the GET momentum, Generate social conversations and national PR coverage Our live event take place for four days (11th of July to 14th of July) in the heart of Paris (rue buttes aux cailles). A fall street was covered in green paint, 566m2 covered (ground, wall, lamp post, cars, benches) and everything in between was covered in green ; with 140 liters of paint by no less than 45 technicians in 50 hours. Green Paint, but not just any paint : exclusive, innovative Therma Cote paint which create a thermal barrier to trap heat to bring temperature down by 9 degrees celsius.

Cultural / Context information for the jury

This summer, France endured the highest heat wave since 1947. In Paris, the temperatures reached over 43 degrees celsius and people were desperately needing refreshment. So we came up with Fresh solution !

Explain how the work innovatively used the outdoor medium.

Consumers were directly affected in their daily lives, in an immersive way directly at the point of sale (bar, restaurant, street). How ? By using experience design in total immersion in the customer journey (directly in the street of Paris), that created customer engagement and increased the brand affinity and the business.