Hackwalk
Sofitel is a global Ambassador of French style and Art de Vivre. Living the French way means living with style and spontaneity. But if style definitely defines PFW, the event has somewhat become ruled by codes and a frantic pace that leaves little room for improvisation.
Agency: Publicis Client: Sofitel Work: Art Direction & Conception Pitch: November 2018
walk the French way
Introducing Walk the French Way. An activation where Sofitel decides to walk to talk and showcase it’s new attitude by disrupting Paris Fashion Week 19.
Sofitel will organise spontaneous pop-up fashion shows in front of the venues of the biggest PFW shows. Not only is it a good way to tease about the upcoming uniforms revamp – it’s also a great opportunity to benefit from the presence of influencers and photographer and generate earned media. The models will only wear part of the new uniforms. The rest of their outfits is made of classic French codes: stilettos, béret, red lipstick… The whole look is both glamorous and modern.
How it works ⋅ Before
Guerrilla X Instagram nametag : we will launch a teaser a couple of days before the happening in order to drive people to our IG account and allow them to follow the show through a live broadcast.
How it works ⋅ During
As attendees and passers-by are gathering in front of the venue of a much anticipated show, 5 models make their way through the crowd with a strong and assured walk. They start a mini runway show and start posing for the photographers while answering their questions about the happening. Drinks and nibbles are handed out to the crowd by typically French Garçons de Café to turn the whole event into a true festive moment.
How it works ⋅ After
Following the stunt, we will snack content to make the activation live on for a couple of weeks: full show on IGTV and Youtube / Backstage photos and videos / Stunt preparation (set up of posters in the street, shoot…) / Repost of UGC. We will shoot a couple of influencers walking in the street of Paris and giving their vision of what French Attitude is. Content will take the for of FB & IG posts and stories.
Sofitel guide Paris Fashion Week 19
Sofitel creates the Sofitel Guides, designed to highlight the best places to live an experience that shares the same values – around the world and especially at times of key event that feel relevant for the Brand. The guides are available in story formats and are a good way to push Sofitel offers in a broader context of brand content.
