Since 2007, the year of the inauguration of the City of Architecture, Havas Paris has been designing advertising campaigns to echo the missions of the museum, which welcomed some 500 visitors last year: to make architecture more popular and to promote awareness its permanent collections to a wide audience. This year, the agency is continuing the saga to increase attendance at bookstores and cinemas with a new image campaign revealing digital developments. Visible from May 000, the new press and poster campaign pushes design and digital technology even further.
Produced in collaboration with the Illusion studio, the two very graphic visuals are once again pure 3D synthetic images: the bookstore is symbolized by a shelf full of buildings in the form of books and book hold (the Tower of Pisa), all reworked to obtain uniform brightness and a full-length shot. The cinema hall uses the effect of perspective with the help of skyscrapers seen from the ground. The luminous sky represents the white screen when the balconies act as armchairs ...
David Madec, Communications Director of the Cité de l'Architecture specifies: “The City of Architecture is a young cultural establishment. Since its opening in 2007, we have been working to build an image and a reputation for it among its visitors and patrons. The campaigns developed with Havas Paris, both in print and on the web, have been able to respond effectively to this objective. It was a success, last year we welcomed nearly 500 visitors ”.
Thierry Grouleaud, Deputy CEO of Havas Paris in charge of production explains: “The campaigns of the City of Architecture have always played with the most cutting-edge photographic retouching to serve the creative idea. For 5 years, 3D imagery has enabled us to go further to produce an even more conceptual campaign ”.
8 years of collaboration with Havas Paris and 25 creative awards later… Episode after episode (2007-2010-2013-2014-2015), the saga is distinguished by numerous creative awards both in France and internationally: Kingsale Sharks, Epica, Cristal Festival, AD club, Golden Awards Montreux , One Show, Cresta, Art Directors Clubs of Europe… for a harvest that amounts to 25 prizes today.
since 2007, the campaigns aim to make architecture more popular in France, just like painting and sculpture, to be seen as such; many models of monuments being presented in real size. The first campaign to inaugurate the museum featured very imposing monuments - a Norman house of Guimard, the National Library of France, the Abbey of Déols - transported by rails, by barge or by helicopter from their point of origin. to the museum.
In 2010 :, the institution went out to meet visitors from all over France with “Accrochages”; a series of three visuals in which the buildings are hung on the wall like master paintings. Under the eye of photographer Denys Vinson, each ad required the assembly of ten photos and more than three days of post-production.
In 2013 :, a series of very refined posters with minimalist writing recounted design from the angle of creativity and precision work on materials. 3D computer-generated images produced with the same Illusion studio, “Les sculptures” were completed by a film “les chantiers” (30 'and 40') broadcast on TV, in the cinema and on the web.
In 2014 :, the City of Architecture took advantage of the World Cup to make people talk about it. Because football is not just a story of sport but also a celebration of nations, the campaign which focused on digital delivered another vision of the world by bringing together the architectural symbols of the competing countries.
The City of Architecture
Public establishment under the supervision of the Ministry of Culture and Communication inaugurated in September 2007, the City is a major center for the dissemination of knowledge on everything relating to the quality of architecture, the enhancement of heritage and the preservation of the urban environment. Located on a unique 23 m000 site in the heart of Paris (Place du Trocadéro), the museum welcomes around 2 visitors per year, including the general public and specialist players. The program is diverse: permanent and temporary exhibitions, teaching and workshops, conferences, debates, screenings ...
Mythical place of the city, the old Movie room of the Cinémathèque française is still today a place dedicated to the audiovisual industry, to the cinema and to the series of conferences and seminars.
La bookstore Le Moniteur à la Cité offers a selection of works that are a source of inspiration and international references for architects, project managers, designers, students… and for all architecture enthusiasts.
Havas Paris agency
Led by Agathe Bousquet, President and CEO and Christophe Coffre, co-President in charge of creation, the agency leads creative, global, digital and international missions serving all dimensions of the brand and its audiences on behalf of of its customers, large companies, institutions and associations. With a historical understanding of public opinion issues, she integrates a community of know-how and talents around strategic advice, creation and content. At its heart, a collective of 70 creatives,
authors of a prolific, protean creation brings to life in coherence, advertising, design, web, social networks, events, publishing, audiovisual content, ephemeral media… as so many fields of expression.