Category E02. Ambient Outdoor
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.

For a week, we placed two Imperial Air Spring in the most visited part of the Opera House: the Grand Foyer. A wing of the building, where Paul Baudry’s masterpieces are painted on the ceilings. First, one day before the week exhibition Tréca invited BtoB guests for a private view. A concerto was played by an orchestra while the most important clients of the brand, landed on the mattresses. Then, each Opera Garnier’s visitor had the chance, for a week, to land on the two Imperial Air Spring, an see differently Paul Baudry’s masterpieces. Surprisingly, the Opera Garnier did not have an audio guide for the ceilings. In collaboration with art historians, we created it to unveil the best kept secrets of the masterpieces. Those audio guides gave the name of the mattress the visitors were landed one, and then explained in details every part of the ceiling above them.

Cultural / Context information for the jury

"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)

Explain how the work innovatively used the outdoor medium.

The Opéra Garnier in Paris is one of the most beautiful Opera Houses in the World. Every day, thousands of people visit it: " International & French provincial visitors (30-50 yo), who want to discover the magnificent architecture, from the inside " Parisians & international visitors (40-50 yo), attending an Opera, a Ballet, or even a concerto. Because mattress trial is the key decision maker, we decided to take it to the extreme by using this place with a continuous affluence. A place where you have no possibility to rest, but to keep standing during an Opera break, or during one of the daily visits. But, more importantly, a place where you have no possibility to comfortably contemplate the ceiling frescos, Art masterpieces from the 17th Century. So we offered them a solution to rest and to contemplate the ceiling frescos while listening to an explanatory audio guide.