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 When Leonardo returns, her grin has been replaced by a “mysterious” smile.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.”