DIOR

Halloween

HALLOWEEN

Activation

“Between light and shadow hides the mystery.”a print & digital campaign for dior’s halloween season, in collaboration with Peter Philips and photographers Domen & Van de Velde.

An Instagram AR experience reveals another meaning of one of the print visuals : a dizzying mise en abyme that immerses the user in one of Dior’s products.

1. Marketing Opportunity : How do you reach a young audience and create engagement around Halloween? By adopting a very social media-oriented approach, while maintaining the elegance of Dior.

2. Strategic Media Plan : at Halloween, we want to play and dress up. Réalité Cachée wanted to add a playful, storytelling twist. The idea was to post on Instagram one of the bewitching photos each day, inviting the audience to join in the intrigue and mystery., and obviously buy the product. But we have also the challenge to bring the social experiential campaign in-store. This is why we created an augmented reality experience for the in-store prints, that pushed the playful and engaging side of the campaign, giving the customer a real phygital experience.

3. Creative Solution : this all campaign was all about artistic collaboration, between the Dior Make Up Art Director Peter Philips, photographers Domen & Van de Velde, Temple Caché’s creatives and Réalité Cachée’s digital expertise.

4. Talents : Temple Caché’s creatives and post-producution studio made Réalité Cachée”s vision reality.

5. Execution & Deployment : A whole Instagram grid had been thought out, as well as an OOH print campaign, and this filter that made the “phygital” link between the two.