Outdoor > Ambient & Experiential
MARCEL, Paris / CENTRE POMPIDOU / 2019
Awards:
Overview
Credits
Write a short summary of what happens in the digital or ambient execution or campaign.
"Souvenirs de Paris" consisted in creating statuettes of the Pompidou Centre, and selling them in the middle of the "real ones" to exaggerate the fame of the Centre... and thus convince the tourists of its unavoidable character.
Cultural/Context information for the jury
The Pompidou Centre is an exception in the landscape of major French museums: unlike other similar institutions such as the Louvre or Orsay, its share of foreign visitors is lower than its share of local visitors. In 2017, 3.37 million people visited the Centre: 40% are foreign tourists, and 60% are French. The ratio is almost the opposite for the other major museums in the capital, which have become must-see tourist destinations.
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