We designed a complete narrative universe around the iconic characters of the Dada movement — a hat, a mouth, an eye, a hand — which we animated and projected onto the streets of Paris to create a digital phenomenon even before the gallery's opening. A concept designed to blur the line between art, brand, and entertainment, and establish Swatch in cultural conversations.
Our 360 strategy combined three pillars: an original brand content approach combining reels, mini-teasing videos filmed in the metro and the streets of Paris, and animated stories — all produced with UGC creators who brought the Dada characters to life in reality. A targeted influence component with profiles selected for the launch event, responsible for relaying and amplifying the inaugural evening in real time. And a paid strategy to generate performance from the first days and maximize the launch's reach.
