Art and advertising in a creative dialog
Die Migros hat in Marin-Epagnier ein kunstvoll gestyltes Einkaufscenter gebaut. Die Werber von Numéro 10 haben zur Eröffnung eine stilistisch passende Kunstaktion lanciert.
The Marin Center was rebuilt for months without having to stop selling. Customers are now rewarded for their patience with a particularly attractive shopping temple. It is even marketed in advertising as a "Palais des Beaux Arts". The large Migros shopping center, Marin-Centre, was opened in 1981 and was one of the first of its kind in Switzerland. Marin comes from the old French Marens, meaning marshland, and refers to the agglomeration of Neuchâtel. With 41 stores and 1,700 parking spaces, Marin aims to remain Migros' leading center in the region. Following a design competition, the location has now been remodeled according to the ideas of Bauart Architekten und Planer AG. The metallic pixel facades are an outstanding stylistic element. These have also inspired Numéro 10 to create a continuous key visual for the entire communication. Gilles Aeby's agency won the contract in a pitch. Buzz marketing ideas form an important element within the measures. Numéro 10 planned the campaign in three successive phases. These started in June with a guerrilla prelude. This was followed in July by an event in the center. After the summer vacations, the campaign will continue with a classic campaign until the end of the year.
Palais des Beaux Arts
Numéro 10's basic idea was to declare the shopping center an art museum, or "Palais des Beaux Arts" in the regional language. The first guerrilla campaign made use of artistic provocation by marking 200 different objects in the region with a sign saying "This is not a statue", "This is not a bench" or "This is not a prohibition sign". The first posters, which used exactly the same look to invite people to an event at the new "Palais des Beaux Arts", then provided some clarification. There, seven painters from Paris worked for a week on a joint mural. The final phase is now the classic campaign. Here, the posters in the "Palais des Beaux Arts" promise a wide variety of arts of living such as a new "art de plaire" with the most important fashion labels, "art de savourer" with the delights of Denner and Migros, "art de vivre" with the most useful services and "art de flâner" with a selection of restaurants. The subjects were of course not photographed by an advertiser, but by an art photographer.
Andreas Panzeri
Palais des Beaux Arts
Numéro 10's basic idea was to declare the shopping center an art museum, or "Palais des Beaux Arts" in the regional language. The first guerrilla campaign made use of artistic provocation by marking 200 different objects in the region with a sign saying "This is not a statue", "This is not a bench" or "This is not a prohibition sign". The first posters, which used exactly the same look to invite people to an event at the new "Palais des Beaux Arts", then provided some clarification. There, seven painters from Paris worked for a week on a joint mural. The final phase is now the classic campaign. Here, the posters in the "Palais des Beaux Arts" promise a wide variety of arts of living such as a new "art de plaire" with the most important fashion labels, "art de savourer" with the delights of Denner and Migros, "art de vivre" with the most useful services and "art de flâner" with a selection of restaurants. The subjects were of course not photographed by an advertiser, but by an art photographer.
Andreas Panzeri
Guerrilla campaign inspired by an art happening with 200 unicacts as stickers and sandwich posters inviting people to an event at the "Palace des Beaux Arts":
