CASE STUDY II

DIOR Mobile Media Campaign

In another case study project, The Power of Pleasure has created a mobile media campaign for the Parisian house of DIOR’s most exclusive perfume grouping, the Maison Christian Dior Collection.

As advertising platforms remain in a dynamic state of flux, the traditional horizontal or ‘landscape’ format has begun to fall away. Younger consumers now access nearly all media exclusively through their mobile devices, and the trend for film-based communication on mobile is strongly moving towards vertical or ‘portrait’ format executions.

With that in mind, this student campaign abandons traditional television and horizontal format advertising entirely in favor of a mobile experience that is handheld and therefore highly personal. Our campaign seeks to meet its audience where it lives, right in the palm of their hands.

Common identifiers and communication techniques shared by this campaign include: the strategic use of color; similar brand typography forms and product displays; evocative music and sound design; an intimate writing style that speaks directly to the individual viewer; and a consistent tone rendered by the use of the same female voiceover talent through all spots.