The mission was to evoke the magical feeling of stepping inside the stunning Galeries Lafayette in Paris. To take the viewing down a rabbit hole, through the looking glass into the surreal and beautiful universe of Galeries Lafayette.

The film is a statement, it is a confession of joy to fashion, to her fancy, her fantasy, her imagination. It is an answer to this french “je ne sais quoi”. It is a celebration of joy, the one that affects everyone because it celebrates everyone.

It’s a show staged in the most fabulous theatre: Galeries Lafayette, where we will meet a series of characters, linked by this generous and irresistible joy, invited to spend the night inside the wondrous store and allowed to roam the store freely. That make Galeries Lafayette the greatest department store.

The campaign

- allows to strongly work on the brand image: 37% have a good opinion of the brand, 34% find it innovative, 33% different from others.

- is well recognized on all dimensions. 43% of the sample recalls seeing at least one ad.

The information conveyed is judged as 'new', 'credible' or 'relevant'. 69% of people who have seen the copy want to go to the store or visit the website.

We have reached long-term impacts: the brand is a trend-setter (59% of people agree that there is a real differentiation, we are above the norm with a score of 3.60)

We achieved long-term desirability of the brand.

80%: the campaign conveys a sense of elegance and chic.

83%: the campaign is modern and up to date.

Achievement against objectives : A satisfactory creative performance & a good brand image activation: an overall