GAËL FAYE
La fine equipe
CROSS MARKETING
Campaign
An old school style video game character, with the face of Gaël Faye, assaulted by existential questions, is in quest for meaning. A cross-marketing campaign between music, gaming and fashion that gathered audiences, by playing on our shared nostalgia for old video games.
1. Marketing Opportunity : how to bring together and engage two audiences who, on the face of it, have nothing in common : electronic audience for La Fine Équipe, rap and prose for Gaël Faye.
2. Strategic Media Plan : the campaign strategy was designed to link targets that were far apart. An already gaming and digital audience, who tend to listen to electronic music, and Gaël Faye’s audience, less digital native, but still on the networks and nostalgic for old video games. The featuring was therefore a success, and the idea of launching a video game, with 3D scanned avatars and posted on socials, sparked curiosity and conversation.
3. Creative Solution : to meet these different objectives, the concept has been designed in a 360° way, at the frontier of the three key industries: fashion, music and gaming.
4. Talents : once again, an artistic and collaborative approach was the key. Fashion designer Chu Suwannapha designed all Gaël Faye’s clothes, which became real merchandising after the release.
5. Execution & Deployment : in the midst of the covid period, production techniques had to be rethought and adapted. That’s why we chose to scan Gaël Faye in 3D, remotely. This agile solution suited both the concept and the contextual constraints.
