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integrated campaign / branding
French real estate company Altarea Cogedim challenged mcgarrybowen Paris to create awareness around the opening of a new location dedicated to luxury in Nice, and to raise awareness of the world’s biggest house. Our aim was to celebrate the heritage of the city that is home to the location. First, we created a unique name – Corso Del Lusso – then a movie directed by Guillaume Lestrange that explores the incomparable way of life of the area. To maintain the momentum, we then produced a series of secret and exclusive events via a curated Instagram account, a movie premiere at Le Royal Monceau Hotel and a photo exhibition paying tribute to the work of Matisse.