Ladurée – the art of eating.

Ladurée – almost too good to eat.

Ladurée – Making tasteful little masterpieces since 1862.

Have a starter publicity stunt outside the Champ’s Ladurée shop, for which the ‘artists’ will have prepared a huge cake in the style of a painting – complete with a pastry frame and a surface which is a copy of an image from, or similar to, one from the Sistine Chapel.

Then invite the public to eat it.

POSTER: A large and prestigious looking art gallery. Art admirers are standing around a masterpiece, holding sliced out pieces of it in their hands, which they are clearly enjoying. Someone is cutting out a fresh piece. A small, comic guard, is pushing his hat back on his head and looking at them in amazement.

Logo: Baking great art since 1862.

The film of the initial event will be downloadable on the Laurée website, and possibly on posters.

Other images, of classic paintings having a slice carefully removed, would also be used for posters.

A limited number of “art cakes” (large cakes, to be sliced and showing Classical paintings), will be made and sold, in various types and sizes, as part of the promotion.

TV AD.

Leonardo da Vinci is struggling to get the perfect smile right. Mona Lisa sits straining to keep her big, toothy grin going. She keeps glancing at a plate filled with pastries that sit close by.

Leonardo: Hold it! I’ve got to get a fresh brush!

As Leonardo moves from the shot, Mona finally succumbs to temptation and grabs a macaroon, which she stuffs in her mouth. When Leonardo returns, her grin has been replaced by a “mysterious” smile. She guiltily wipes some crumbs from her mouth.

Leonardo: What’s the mysterious smile all about, Mona?

[He glances at his watch, which is modern]

Leonardo: Oh well, it’ll have to do, I suppose.

Mona hiccups then regains her posture. The image transforms into the classic painting.

VO: Ladurée – Making tasteful little masterpieces since 1862,

Copy and logo backup ideas:

“Ever since 1862 – just before the Impressionist painters in France exploded in a rainbow of colours across the world, Ladurée was making a lasting impression of their own – across the taste palate of the world!”

“I may not know much about art… but I know what I like!”

Another poster idea:

Development based on “edible art” (using crowds properly):

A crowd on a metro station is gathered around a piece of Ladurée art-work (Based on the glass-cased artworks in certain Metro stations). The train is stopped, doors open, completely empty. The driver is leaning out, staring at the crowd and scratching his head.

TV idea:

In a gallery, a snobby British critic is giving a comprehensive lecture about a Ladurée ‘Sculpture’ (Their chocolate pyramid, probably.) A cool young Australian photographer is taking pictures. Finally, the critic stops. The photographer, standing by the work, tells the critic:

“I agree with everything you said, mate.”

The critic is unimpressed. “How charming.”

“Apart from that bit about it being timeless. It’s not.”

(Offended) “And what is it, then?!”

The photographer takes a chunk from the sculpture and starts eating it. “Delicious, mate! That’s what it is! Absolutely delicious!” The crowd quickly moves forward and also start eating pieces of the art-work.

The critic runs from the room shouting: “Philistines!”

Aussy: “Phil who?”

Somebody shrugs and they all start laughing.

Caption: Ladurée. The art of creation.

As a poster campaign:

1. Take the Ladurée chocolate pyramid, make it huge and plant it in the space currently occupied by the glass pyramid in front of the Louvre. Have it surrounded by people taking photos; stopping in their tracks and looking back at it; a couple of children pointing up at it.

2. Have one of Ladurée’s cherubs (complete with baker’s hat), presented as a marble sculpture on a column in the Louvre; nearby is the celebrated sculpture, “The Winged Victory Of Samothrace”. Both sculptures have a small crowd standing around each. In the case of the cherub, people are pointing, taking photos, looking surprised. In the case of the Samothrace, some are looking at it, but most are craning their necks to look over at the cherub.

3. Develop the pile of macarons displayed in the website into a towering multi-coloured tower/modern-art sculpture and place it in front of the Pompidou Centre. Again, people are staring, pointing, stopping in their tracks, etc.

or: Turn the macaroons into a tower that has a now small chocolate pyramid on top of it and put it in the place of the obelisk at Place de la Concorde.

LOGO: Ladurée: The art of creation.

Kick-off campaign with a publicity stunt ‘Do You Have Good Taste In Art?’ outside the Champs-Elysees’ Ladurée shop, for which the ‘artists’ (dressed as Van Gogh, Monet, Toulouse-Lautrec, etc.,) will have a huge cake in the style of a classic painting – complete with a pastry frame. The public will then be invited to eat slices of it.

The film of the event will be downloadable on the Laurée website, YouTube.

POSTER: A large and prestigious looking art gallery. Art admirers are standing around a Laudrée ‘sculpture’ (Macaroons or the chocolate pyramid), holding sliced out pieces of it in their hands, which they are clearly enjoying. Someone is cutting out a fresh piece. A small, comic guard, is pushing his hat back on his head and looking at them in amazement.

Logo: Ladurée – Making tasteful little masterpieces since 1862.

Other images, of classic paintings having slices carefully removed, would also be used for posters.

A limited number of “art cakes” (large cakes showing Classical paintings), will be made and sold, in various types and sizes, as part of the promotion.

TV AD.

Leonardo da Vinci is struggling to get the perfect smile right and says things to that effect. Mona Lisa sits straining to keep what turns out to be a big, toothy grin going. She keeps glancing at a plate filled with pastries that sit close by.

Leonardo: Hold it! I’ve got to get a fresh brush!

As Leonardo moves from the shot, Mona finally succumbs to temptation and grabs a macaroon, which she stuffs in her mouth. When Leonardo returns, her grin has been replaced by a “mysterious” smile. She quickly wipes some crumbs from her mouth.

Leonardo: What’s the mysterious smile all about, Mona?

[She mumbles something through her ‘mysterious smile’]

[He glances at his watch, which is modern]

Leonardo: Oh well, it’ll have to do, I suppose.

Mona Lisa hiccups then regains her posture. The image transforms into the classic painting.

VO: Ladurée – Another tasteful little masterpiece.

Copy and logo backup ideas:

“Ever since 1862 – just before the Impressionist painters in France exploded in a rainbow of colours across the world, Ladurée was making a lasting impression of their own – across the taste palate of the world.”

“Without great taste, there is no great art. Ladurée.”

Monica Giltheart – Series One: (30-minute episodes).

Episode 1. ‘Wendy The Witch.’ Monica accidentally turns her enemy Wendy into an ugly witch. Wendy is angry, until she realizes that she now has magic powers, too. She learns to love her new powers, especially when using them in a plan to destroy Monica… and control her magic pencil.

Episode 2. ‘The IT Girl.’ Monica uses her magic pencil to make herself incredibly popular, but her new ‘friends’ soon drive her real friends away, while Wendy sees a new opportunity to steal the magic pencil.

Episode 3. ‘Stupid Cupid.’ Monica, believing her teacher to be lonely, makes a fellow teacher fall in love with her, to the chagrin of his bossy fiancé. Meanwhile, she also makes her mother’s new boyfriend go bald and her dad grow his hair back. Wendy, meanwhile, is up to her old tricks.

Episode 4. ‘The Gift.’ On her birthday, Monica uses her pencil to have amazing gifts sent to herself, causing her to neglect the more modest presents from her parents and her friend, hurting them. Wendy, meanwhile, manages to kidnap Sowhat — the magic spirit of the pencil.

Episode 5. ‘Something Big.’ (Part One.) Monica, on overhearing her mother say that Wendy is probably “Scared of her own shadow,” draws a shadow, magically containing all the things Wendy fears most.

From this point on, whoever sees the shadow sees their own greatest fears in the darkness.

The shadow terrifies Wendy, then starts taking over the town, haunting and terrifying everybody. Realizing its biggest threat is Monica, it comes to destroy her.

Episode 6. ‘Something Small.’ (Part Two.) Monica evades the shadow, but realizes that she needs to rethink things. Sowhat, having been caught in it, is in hiding, forcing Monica to use “a different kind of magic.”

Wendy decides to use her non-magic pencil to draw “something small.” With this, she finally confronts Wendy in a very unexpected way.