With more than 20,000 daily visitors, Mona Lisa (also known as La Gioconda), is the most visited painting in the world. And for the first time, 500 years since the death of her creator, Leonardo da Vinci, she has decided to get out of her frame… in the newest global brand campaign of PERRIER®, created with Rosapark agency.
The extraordinary combination between gas and natural mineral water defines the uniqueness of PERRIER® water. It awakens our eccentricity, our desire to share and create.
Strong bubbles of PERRIER® water quench our thirst and encourage us all to dare, laugh, dance and create. It’s only once we feel free to do as we please that we can sparkle and inspire the world.
PERRIER® has often been associated with icons (artists like Andy Warhol, Salvador Dali, Jean-Paul Goude, Ridley Scott, Raymond Savignac or characters like Captain Haddock or E.T. the Extra-Terrestrial) and has always invested in bold communications, very cinematographic and have even become pieces of pop culture in its native country, France.
Today, the vision of PERRIER® is summed up by its brand signature “Go For The Extraordinaire” decides once again to awake an iconic figure: Mona Lisa. Trapped in a frame for over 500 years, the model of the famous Leonardo da Vinci painting can finally escape and spread her extraordinaire on the world thanks to a forgotten PERRIER® bottle in front of her frame.
Introducing « The Extraordinaire Mona Lisa » by PERRIER®
Directed by Manu Cossu who already directed Hot Air Balloons (with Fleur Fortuné) – the launch campaign of the “Extraordinaire PERRIER®” brand platform in 2015 – and also directed DIOR MISS DIOR and ADIDAS’ Original Is Never Finished), this film reveals a previously unseen Mona bottle of PERRIER® sitting in front of her frame, she grabs its edges and climbs out. Her eyes fixed on the bottle, she nears it, then grabs it up and drinks it, carefree. Invigorated, she’s finally ready to face the 21st century. With innocence, excitement and enthusiasm, Mona Lisa dances, shares and enchants in all her encounters, powered by her energy. Magnetic, she steps out, ready to tame this wild world around her with a mix of boldness and lightness. All Mona Lisa needed in order to jump into this world so unknown to her was a little push: a few sips of PERRIER ®, and her extraordinary emerged.
“The Extraordinaire Mona Lisa” by PERRIER® is a positive shot of energy, thanks to the Duke Ellington’s mythical track “Caravan”.
By its communication and products innovation, PERRIER® wants to surprise its buyers and a younger target audience by a real piece of entertainment that reconnects the brand with its pop culture DNA. Another challenge for the brand is to seduce the carbonated soft drinks defectors by offering healthier alternatives (with PERRIER® plain, PERRIER® & juice and PERRIER® Flavored).
The campaign will be visible on TV, Digital and Social Media, with formats adapted to each media (110’’, 30’’, 20’’, 10’’, 6’’). The masterbrand film will be accompanied by 15’’ formats focused on the range of PERRIER® water products (PERRIER® Flavored, PERRIER® flavored & PERRIER® Petites Bubbles). Lastly, prints will reinforce this new vision of Mona Lisa by PERRIER®, shot by the up-and-coming photographer Charlotte Rutherford.
Like in the different films, PERRIER® revisits and modernizes the well-known icon and plunges us into the marvelous universe of its product ranges, giving Mona Lisa a never seen before modern image. The pictorial print campaign reconnects PERRIER® with its iconic artistic collaborations from the past.f
Who better than PERRIER® and the most iconic painting in the world, pent up for more than five centuries, to show us what can happen when you choose to “Go For The Extraordinaire”?
THE EXTRAORDINAIRE MONA LISA BY PERRIER®
Advertiser : PERRIER ®
Advertiser team : Henrik Gotterbarm, Sophie Dubois, Thomas Ludsteck, Philippe Gallard, Marion Taisne, Émilie Grandin, Paul Cordina, Océane Mellano
Agency : ROSAPARK
Agency Co-founders : Jean-Patrick Chiquiar, Gilles Fichteberg et Jean-François Sacco
Copywriters : Julien Moulin, Pierre-Antoine Dupin
Art Directors : Antoine Blondet, Frederic Leclerc, Sophian Bouadjera
General manager and Head of strategy : Sacha Lacroix
Group account Director : Virginie Matias
Account manager : Charlotte Permasse
Development team : Laurène Chabrol, Victor Faubert
Strategic planner : Alexandre Ribichesu
Head of Digital : Jeanne Neuschwander
Agency Producer : Thomas Laurent
Art buyer : Louise Bertin
Print Production : Justine Dudognon, Delphine Cotellon
Public Relations : Mélanie Colléou
Production consulting : PRECIOUS
Charlotte Delord, Géraldine Lamamy
Production : ICONOCLAST
Director : Manu Cossu
Producer : Jean Duhamel
Line Producer : Annabel Rosier
First Assistant Director : Frederic Monnet
DOP : Mathias Boucard
Set designer : Arno Roth
Stylist : Laura Tunon Mendez
Executive Producer : Nick Page
Post-Production : MACHINE MOLLE
Post-producer : Cyril Bordesoulle, Marine Ligouzat
Editor : Nicolas Larouquère & Philippe Roch
Grading : Mathieu Caplanne
Sound Production : SCHMOOZE
Sound Producer : Matthieu Sibony, Grégoire Galian
Sound Ingeneer : Sylvain Rety
Music Introduction : Sanjiv Sen
