Havas Village Genève: ink-redible sneakers for Le Grand Théâtre de Genève
Through a rebranding effort, the Grand Théâtre de Genève aims to attract a broader—and primarily younger—audience and shake off the image of an institution that has been perceived as too traditional and conservative. To this end, it launched a sneaker campaign in collaboration with Havas Village Genève.
After 140 years, the cultural venue "Le Grand Théâtre de Genève" has decided to launch its most ambitious project yet: the renovation of the entire building - as well as the introduction of a more contemporary program. The renovation has offered a unique opportunity to share a new vision and change the way Millennials and Gen Z see the world.
Within the framework of this project, the idea of "ink-redible sneakers" was born. During the renovation, old materials of the GTG were collected and, with the support of the shoe brand Camper as well as the artist Fichtre, turned into a unique colored ink that connects the past of the cultural site with its future.
Personalized shoe boxes were then sent empty to dozens of selected influencers and editors. All they had to do was submit their shoe size to receive the sneakers as an invitation to the GTG reopening.
Responsible at Geneva Opera House: Alain Duchêne (Marketing Director). Responsible at Havas Village Genève: Gabriel Mauron (Creative Director), Laura Cros, Simeon Brandner, Thomas Lafourcade (Art Direction). Pascal Charvet, Antoine Karpat (Copywriter).
