In 2014, Grazia fashion magazine launches a new formula in France. The aim of our campaign was to communicate the revival of the Grazia brand through a campaign for television, print, outdoor and web.
In an environment where fashion adapts itself to a new technological time both at the level of formats and social networks.
The films are made up of various sequences which replicate the style of the animated GIFs. A contemporary language that allows us to sublimate everyday reality by a form of modern poetry.
Activating the campaign on the digital. Our objective was to make some noise, fuss and buzz about the magazine’s new formula to 150 key web fashion geeks in Paris. We’ve invited them to participate and post their video to our open wall of GIFs: www.mieuxquegrazia.com
Every video “hashtaged” “mieux que Grazia” on Twitter, Instagram or Facebook were automatically transformed into a GIF format, then selected and posted on the wall.