“When a tweet come true”: the french elite of craftsmen and laborers give life to the tweets of a new generation of artisans.

7 tweets of young craftsmanship enthusiasts have been transformed into real woks of art, with the help of 7 Best Craftsmen of France.

It allowed these symbols of french savoir-faire to pass on their knowledge to young wannabes who benefited form the shared experience and embraced the opportunity to materialize in the real world a digital statement of their passion for little known professions.

We started the conversation on Twitter on December 16th.

We identified 120 young apprentices, and took 7 on.

Then we casted 7 ‘Best Craftsmen of France’: electrical engineering, chocolatier, floral art, decorative painting, woodcarving, glass artist and painting on glass and formed 7 duos.

They met to create a unique work of art: the tweet of the apprentice shaped using their materials of predilection.

This meeting was shot to create brand content videos, emphasizing the values of expertise, transmission and craftsmanship, and released on Youtube and social media a week before an unparalleled event : a 3 day art exhibition with the 7 masterpieces, during the European Artistic Crafts Days.

To ensure traffic to the exhibition, we invited influencers for a private viewing.

750 visitors discovered the exhibition, and much more the whole process of the campaign with the release in early April of a 2 minute video.

PR releases :

127K Estimated coverage views;

17.7M Online readership;

1.03K Social shares