Lancel leather goods knew they conquered a taboo of fashion and glamour when they launched the Brigitte Bardot bag in 2010. Feminine curves, a libertine style and green manufacturing; the end result is the image of the woman who inspired it: dazzling.
Lancel has already worked with personalities from the fashion world to create bags with their image, including Laure Manaudou and Isabelle Adjani. All have been very successful in the shops, as they evoqued a certain universe. But the Brigitte Bardot inspired bucket bag, adapted to the personality of the icon, has had such an impact that it may well become a house classic.
Lady Blue is much more than a simple commercial, it is a real 16-minute short film directed by David Lynch for the Lady Dior bag. This film was released in May 2010, and it is the third and last but one chapter of the Lady Dior campaign starring French actress Marion Cotillard. It follows the Lady Noir (Lady Black) directed by Olivier Dahan, and the Lady Rouge (Lady Red) where Marion Cotillard sings a song written and performed by the band Franz Ferdinand.
This massive Internet campaign was designed by the Le Fil agency. It was first presented at the Cannes Film Festival and then to the press. It is now promoted on several blogs (Le Modalogue, PaperBlog), specialised websites (Allociné, Puretrend, Vogue, Le Parisien) and on Facebook, Twitter and YouTube, making each release of these short films a real event.
Shanghai is the beacon city for the third opus of the series starring a man with Asian features. China represents 27% of the luxury market and this number keeps on rising.
Choosing the Internet has enabled Dior to reach an audience that’s fond of new technologies and to rejuvenate the brand’s image. According to consumers, “Youngsters appreciate the short film. Without it, the brand would look too stuffy for them”
The cinematographic and aesthetic approaches helped embed this online content into the luxury universe: “The photography, the colours, the atmosphere, everything invites us into a phantasmagorical universe immersing us into the luxury world”. The public points out how colour has allowed the bag to integrate in the short artistic films.
The Lady Blue campaign accompanied the launch of the 2011 line in the renovated Dior store in Shanghaï. The website also provided a virtual exhibition, while advertising banners on MSN China and the Sina portal reinforced the operation.
The campaign cost between 2 and 4 million Euros with a striking result: the pages received more than 100 million views while the official website received 1 million visitors.
The ad campaign is called Tell Me About Her. It’s also the name of the website Longchamp launched for the occasion. The brand asked its customers to imagine Kate Moss as a bag and to post a short message (70 characters max) describing her.
This Twiller was introduced by a video that said: « Kate has dreamt up the perfect bag for you. Now it’s your turn. Imagine… If Kate were a bag, close to you, anywhere, anytime. Tell us the story and be the first to win Kate’s bag. How? Post a short message about Kate. »
The best messages were regularly compiled with singing videos. Most of them used puns on the name Kate or on the theme of the bag (« When I first met Kate, she got carried away »). The public could vote for the best messages.