Short List
Category D06. Live Advertising & Events
Entrant SID LEE Paris, FRANCE
Idea Creation SID LEE Paris, FRANCE
Name Company Position
Sylvain Thirache SID LEE Paris Executive Creative Director
Johan Delpuech SID LEE Paris President
Stephane Soussan SID LEE Paris Creative Director
Romain Lehur SID LEE Paris Senior Art Director
Kim Froissant SID LEE Paris Copywriter
Thomas Lec' Hvien SID LEE Paris Account Director
Thomas Laget SID LEE Paris Agency Producer
Julia Flusin SID LEE Paris Producer

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

"95% of mattresses are purchased after a trial." Knowing that, we invented a new type of mattress trial for a French Luxury brand: Tréca. "While looking at paintings hanging on the walls, we often forget to raise our head. And yet, true masterpieces hover right above us without noticing them." For a week, Opera Garnier's visitors had the opportunity to land on Tréca's mattresses and admire the Grand Foyer ceiling. An audio-guide created in collaboration with historians unveilled the secrets of the masterpiece. Results: 20000 trials in a week (1000 times more than in store)