Janice Isidro
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MORE WORK

Event Activation — Jean Paul Gaultier Mardi Gras

Objective

  1. Build hype around the release of limited edition Jean Paul Gaultier fragrances ‘Le Male, In The Navy’ and ‘Classique, Cabaret’ via a sampling activation

  2. Stand out and be disruptive

Solution

  • We discovered that JPG and Mardi Gras align in terms of branding and opportunity:
    Both Mardi Gras and JPG are Glamourous, playful, seductive, progressive and iconic brands

  • Hijack a relevant theme to drive scale & engagement

  • Runs during key campaign period

  • Target audience - broad/mass appeal; exposure to both younger and older skew of target ; local and international appeal

  • Opportunity to test and learn

We created a pre Mardi Gras pit-stop in the heart of the Sydney CBD on the day of the Parade Inspired by the product, we designed a large-scale custom built can. Passers by could engage with JPG staff, collect samples, take photos and enter a competition to win a limited edition fragrance

janice isidro