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ANDY Awards

Creative Award
New York, United States
Centre Pompidou - "Souvenirs de Paris" by ANDY Awards 2019

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TitleSouvenirs de Paris
Agency
Campaign Souvenirs de Paris
Advertiser Centre Pompidou
Brand Centre Pompidou
PostedApril 2019
Business Sector Transport, Travel and Tourism
Story The Centre Pompidou in Paris is one of the most important art museums in the world, yet many tourists still haven’t heard of it. They always visit the same monuments: the ones sold as statuettes by souvenir shops and street sellers. So the agency created a Pompidou "statuette" and distributed 30,000 of them. It also recruited a squad of street sellers to promote the museum near more popular monuments. Each statuette had a QR code steering tourists to the Pompidou. A viral video of the operation helped the museum become even more famous.
Media Type Web Film
Length
AI Description The ad highlights the Center Pompidou's innovative approach to promoting art and culture in Paris. It opens with scenes from inside the museum, displaying modern art pieces and sculptures. The narration emphasizes the museum's importance, yet reveals many tourists are unaware of it. Outside, tourists are shown visiting iconic Paris monuments like the Eiffel Tower and Sacré-Cœur. To promote awareness, the agency created souvenir statuettes of the Pompidou, mimicking the famous souvenirs sold across the city. Street vendors distributed these statuettes near popular sites, each containing a QR code that guides tourists to the museum. The video captures interactions between tourists and sellers, highlighting curiosity and surprise. The campaign achieved measurable success, with a 14% increase in museum visitors, showing global recognition. Scenic shots of Paris, bustling streets, and colorful visuals create an engaging atmosphere, illustrating a fusion of art with daily tourism activities.
President
Chief Executive Officer (CEO)
Chief Executive Officer (CEO)
Chief Creative Officer
Executive Creative Director
Executive Creative Director
Copywriter
Art Director
Art Director
Director of Motion
Partner
Account Manager
Project Manager
Project Manager
Managing Partner
Social Media Manager
PR
PR
Linguistic Consultant
Frontend Developer
Technical Project Manager
Production Company Artisans du Film
Director
Producer
Director of Photography (DOP)
Director of Photography (DOP)
Cameraman
Editor
Assistant Editor
Sound
Assistant Director
Cameraman
Production Coordination
Camera Assistant
Post-production Supervisor
Mixer
Colorist
Post Production ADF L’atelier
Music
Print production
Producer
Producer
Model Making
Photographer
Retoucher
Media Agency Blue 449
Chief Executive Officer (CEO)
Head of Digital trading
Social Media Strategist
Head of Brand Activation
Endorsement & KOL
PR Agency
Chief Executive Officer (CEO)
Communications Director
Head of Digital