French brand Jacquemus, founded by Simon Porte Jacquemus, playful, minimalist designs and its fresh approach to French fashion. The goal of this marketing campaign was to create excitement around their Le Bambino Bag through gigantic versions of them in the busiest streets of Paris.
I distinctly remember seeing all the buzz around these installations online from influencers and friends. It was self maintained as it didn’t need much to sustain it. The grandiosity of the bags in such random places or as street cars around Paris and other places in France was enough. Especially because I, personally, did not see anything about them on the Jacquemus socials. Only from friends and influencers on social media or from word of mouth.
There’s a satirical twist in this campaign, as these bags are famously known for their miniature size. By scaling them up dramatically, Jacquemus cleverly played with their iconic style, reinforcing the brand’s signature look and house codes. This innovative approach captivated audiences, showcasing the brand’s talent for turning the familiar into something entirely fresh and engaging.
Jacquemus was really creative though, they didn’t just stop at the gigantic Bambino Bags but they also did social media marketing with the usage of CGI to keep playing with scale. In one example below, of lemons dropping from the sky or the inflatable bag on the beach in the South of France. They used their social media in a very clever way to get the Gen Z, fashion influencers and any social media user intrigued about their bag. This whole campaign made them more intriguing and recognizable through their iconic and minimalistic style.