SERMO GLOBES 2021 AWARD WINNER:
COMITE COLBERT FRENCH ART DE VIVRE

This partner entry was chosen for their digital and social amplification approach. Adventi Communication, China was commissioned to create a digital journey of French Art de Vivre connecting audiences with Comité Colbert – an association of 82 French luxury maisons, and 16 cultural institutions. The team not only came up with the creative concept, but also its production and six-month communication plan to promote the arts program.

The platform and campaign needed to not only be immersive but address the many luxury sectors that make up the association, connecting younger Millennial and Gen Z audiences by leveraging their pride in China’s cultural heritage, while joining the dots between Chinese living aesthetics and the French way of life.

The Adventi team created six themes all deeply rooted in Chinese traditional culture, to shape the digital exploration journey, and enable Chinese audiences to learn more about French Art de Vivre.  At the end of each theme journey, users are invited to enter interactive games aligned with the houses’ products, brands and concepts shared. To further boost audience interest and engagement, results can be shared with friends in WeChat and help users gain additional points to win incentives.