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Making the Cannes Film Festival an opportunity for Madame Figaro to reaffirm her position as a “Woman in Motion.”

STRATEGY

For Madame Figaro and on the occasion of the 72nd edition of the Cannes Film Festival, DRAMA imagined the new signature “Actrice du changement” (actors of change), a manifesto taking the form of a series of committed speeches. With three dedicated issues of the magazine and a poster creating the event on the Croisette, Madame Figaro offers Adèle Exarchopoulos, Mélanie Laurent, Marina Foïs and fifteen other actresses and directors a media platform to highlight their commitment to parity and diversity. With the #Actriceduchangement hashtag, a viral campaign took shape before, during and after the festival. Numerous figures from the seventh art thus became ambassadors of the magazine and its values, sharing their desire to reduce inequalities in their industry.

other achievements

Positioning of Madame Figaro

Breathing life into a new brand position on the occasion of the magazine’s 40th anniversary

By Charlot - Brand Platform

Designing a new brand platform for By Charlot, a specialist in character plants

Orient Express

Rewriting the essence of the Orient Express as it expands its activities

Parnasse - Positioning

Supporting the repositioning of the Parnasse phone brand

Point de Vue - 75th anniversary

Giving Point de Vue magazine a contemporary image on the occasion of its 75th anniversary

Suze

Renewing the positioning of the Suze spirits brand

Guerlain - Abeille Royale 10 years old

Creating desirability by highlighting 10 years of innovation and scientific expertise

Guide Michelin

Successfully digitising the Michelin Guide with the help of a new brand strategy

Burberry - Burberry Fragrance

Imagining a new model of femininity for the launch event of a Burberry fragrance

Dior - Miss Dior

Renewing the brand territory of the iconic Miss Dior fragrance

Dior - Prestige

Revealing the legendary story of Dior Prestige skincare to the world

Dior - Maison Christian Dior

Supporting the upgrading of the Maison Christian Dior private collection

Dior - The Art of Gifting

Creating a new business driver for Parfums Christian Dior

Armani - Sì Circle

Engaging women worldwide around the values of Armani Si

Grazia - Grazia

Reinforcing brand attachment for the launch of the new Grazia magazine format

J.M. Weston - Digital

Captivating every new generation and strengthening the international reputation of the famous French shoemaker

La Prairie

Highlighting La Prairie’s scientific expertise through a distinguished expression territory

Givenchy - The Soin Noir

Imagining the communication territory for Givenchy’s Soin Noir