TOUR DE FRANCE DE L’ARCHITECTURE
Title | TOUR DE FRANCE DE L’ARCHITECTURE |
Brand | CITÉ DE L'ARCHITECTURE ET DU PATRIMOINE |
Product/Service | CITÉ DE L'ARCHITECTURE ET DU PATRIMOINE |
Category |
A04. Travel, Leisure, Retail, Restaurants & Fast Food Chains |
Entrant
|
APOLLON AGENCY Paris, FRANCE
|
Idea Creation
|
APOLLON AGENCY Paris, FRANCE
|
Credits
Nicolas Harlamoff |
Apollon Agency |
Art Director |
Background
On March 17, 2020, France enters lockdown like half the world, to fight against covid-19.
Travel is very limited. Restaurants, cafes, shops, cinemas…. Museums are closed.
We can no longer go to see Leonardo da Vinci's Mona Lisa at the Louvres, we can no longer go and see. A painting by Van Gogh at the Orsay museum or a painting by Picasso at the Pompidou museum. You cannot go and see the Model of Mont Saint-Michel at the Cité de l'Architecture, the large Parisian architectural museum dedicated to architecture and heritage.
But Mont Saint-Michel, unlike the painting by Picasso, Van Gogh or Vinci, it is visible in Normandy and not only in a museum!
Describe the strategy
The city of architecture and heritage has launched the "tour de France of architecture".
Every day, the City of Architecture featured an iconic building on its Facebook page along with a goggle Street View link so that you could visit and tour these buildings without leaving your home!
In 29 stages across France, architecture lovers were able to cover up to 24,952 km.
Describe the execution
A digital operation on the facebook page of the city of architecture which used google street view.
List the results
Over the same period, one year apart, traffic on the Cité de l'Architecture facebook page increased by nearly 200%