Paris Valdemarne

Paris Valdemarne

 
 
THE SETTING:  
In a city such as Paris, with many neighbourhoods and areas of great interest, and also in competition with the main European capitals (London, Amsterdam, Munich), Val de Marne Development Agency needs to differentiate the communication regarding the extraordinary De Paris Val de Marne offer as a development zone in order to convert it into the location chosen by foreign multinationals as the site of their French and European headquarters.  
 
THE CHALLENGE:  
Branding/Communication Goal:
To create a Place Branding exercise in an audiovisual medium, capable of underscoring the value of the benefits offered by Paris Val de Marne as a business development neighbourhood-area, establishing a series of creative and aesthetic codes that differentiate it from the competition and place the product in the market as a higher-quality offer. To create a brand and a campaign title that suitably transmit and synthesize the message that our client wants to convey to the market.
 
THE WORK:  
Strategic: To detect all the attributes and differential advantages of Paris Val de Marne as a development zone and define each of the messages that are to be underscored in the audiovisual media.
 
 
Creative:
To seek codes, technical audiovisual and narrative references that enable us to distance ourselves from the usual corporative videos, transmitting the message of a brand-neighbourhood that belongs to an internationally-renowned city such as Paris in manner that brings together quality, beauty and intelligence.  
 
To create a title that is on a par with the creative quality and which that neatly sums up the offer to the market and promise to convey.   To create a brand that aesthetically pairs with the audiovisual support and serves as a spearhead for the renewal of the look & feel of the entire company  
 
The Process:
> Contextualization
> Brand Concept
> Visual References Research
> Creative Direction
> Art Direction      
Client: Paris Valdemarne
YEAR: 2010
DEPARTMENT: CuldeSac Branding
TYPOLOGY: Place Branding
SECTOR: Government

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