| Title | Paris to Bangkok, Bangkok to Paris |
| Agency | Design Army |
| Campaign | Paris to Bangkok, Bangkok to Paris |
| Advertiser | Jaspal |
| Brand | Jaspal |
| Date of First Broadcast/Publication | 2018 |
| Business Sector | Apparel, Fashion & Footwear |
| Philosophy | Jaspal, one of Thailand’s oldest and largest fashion retailers, is a market leader and innovator. The brand has consistently introduced Thai audiences to new trends, bringing a global vision of fashion to Thailand. This year, Jaspal entered into an exclusive partnership with Karl Lagerfeld. The challenge was to engage an increasingly sophisticated fashion audience, while maintaining the brand and voice of both Jaspal and Karl Lagerfeld. To do this, we developed a strategy that included a fully integrated campaign. Here, we looked to highlight the collaboration and exclusive product by bringing Paris to Thailand, and Thailand to Paris to create excitement for the collaboration and the product line. Our goal was to create multiple touch points while keeping the audience engaged — creating broad awareness and keeping Jaspal top of mind throughout the journey to purchase. At the center of the campaign is a film that takes our heroine on an adventure through the streets of Paris. Her mission: find the elusive Choupette — Lagerfeld’s much beloved Persian cat, and the “star” of the Jaspal collection. Using a mix of live action and animation, the film was shot at quintessential Parisian locations and looking to connect deeper with the Thai audience, we brought Thailand to Paris via a Tuk Tuk — driven by our heroine as she looks for Choupette. The vehicle is a much loved and iconic symbol in Thailand, so much so that it was turned into an exclusive apparel design for Jaspal. The design itself inspired the film and informed our creative development. To enhance the sense of adventure and paying homage to the classic Chaplin romps of the silent age, we chose music that underscored the “cat and mouse” play — subtle, but whimsical. Overall, the creative was developed and executed to bring cinematic storytelling across media channels. From print, to digital and to social, assets were developed that mimicked film stills — moments captured that build a dynamic, memorable narrative. Ultimately, the sum creates a strong, consistent brand experience. |
| Media Type | Packaging, Branding & Design |
| Length | |
| Market | Thailand, France |
| Chief Creative Officer | Pum Lefebure |
| Art Director | Héloise Condroyer |
| Project Manager | Jake Lefebure |
| Production Company | icone production |
| Director of Photography (DOP) | Dean Alexander |
| Editor | David Grossbach |
| Stylist | Christine De Lassus |
| Hair and Makeup | Angie Moullin |
| Food Stylist | Sidra Forman |
| Sound and Color Grade | Studio Local |