Advertising campaign for
Société des Bains de Mer de Monte-Carlo
The brand
SBM
Services
Studio, graphic design and copywriting
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Background and brief
Modernising SBM‘s image
The Société des Bains de Mer de Monte-Carlo brings together exclusivity, uniqueness and dreams. At the heart of a captivating destination, it is more than a group of renowned establishments, it is a collection of experiences. SBM has enlisted the help of agencies to modernise its image, build loyalty among its regular customers and reach out to a new, younger target audience.
The aim is to gently shake up codes through an impactful and engaging communication campaign. To be subversive without being shocking, and to take SBM out of the mainstream.
Background and brief
Studio
Track 1
Experience Monte-Carlo
Monte-Carlo is to be experienced, fully and intensely. To come to Monte-Carlo is to vibrate, to dare, to be charmed, to embrace its 1001 lives with or without moderation. We address the public directly with action verbs, describing both day and night life, to engage and involve. We emphasise the weight of the message.
INSPIRATION – VIBRANT PHOTOS
IMPACT – DIRECT WORDING
CONSIDERATION – ENGAGING THE AUDIENCE
Track 2
Monte-Carlo has 1001 lives
Monte-Carlo has 1001 lives, and we’re illustrating them with simple, impactful wording that evokes the different lives that can be lived here. Each word is associated with a typeface, and the harmony between the two emphasises one of the facets of Monte-Carlo, the 1001 Lives, the 1001 Nights, the 1001 Occasions. Our aim was to create consistency and make it easier to understand on first reading.
INSPIRATION – Typography
IMPACT – Elegant wording
CONSIDERATION – Surprise & attract
Track 3
Do you speak Monte Carlo?
“Parlez-vous Monte-Carlo” is the campaign we came up with. A dialogue with Monte-Carlo
A playful approach, the idea is to create a dialogue with Monte-Carlo. We don’t really know who’s behind these questions. It could be a dialogue between friends, but it could also be that Monte-Carlo itself is asking the questions, and pining to see its guests again and again. We wanted to personify Monte-Carlo. Without mentioning its name, we obviously know that it’s in Monte-Carlo that we’ll be dancing, dining and enjoying ourselves this summer. This game of rhetorical questions includes both regulars and new visitors.
INSPIRATION – FUN TRAIL
IMPACT – ENGAGING DIALOGUE
CONSIDERATION – MAKING MONTE-CARLO OBVIOUS
Bastide de Tourtour
Hôtel de la Mer
