cité de l'architecture et du patrimoine

le Tour de France de l'Architecture

Agency: Apollon


On March 2020, France enter into lockdown to slow covid-19. Moving around is forbidden. Shops, restaurants close their doors, as do the museum...
We can't go to see Mona Lisa at the Louvre or a Van Gogh at the Orsay museum, nor the scale model to Mont Saint-Michel at the "cité de l'architecture". But Mont Saint-Michel itself quite different to the Mona Lisa. Isn't in a museum. It's in Normandy in France!
So we invited the French to go and seat for themselves during the lockdown with the" Tour de France de l'architecture". Every day, the cité de l'architecture presented an iconic building accompanied by a google street view link, to see and explore this building, without moving their armchair.
In 29 steps, architecture lovers have been able to stroll all around France. Thanks to this initiative on Facebook, the French were able to travel up to fifteen thousand five hundred four miles during the lockdown. Views over the period of the operation : +200%

This professional campaign titled 'le Tour de France de l'Architecture' was published in France in November, 2020. It was created for the brand: cité de l'architecture et du patrimoine, by ad agency: Apollon. This Digital medium campaign is related to the Recreation, Leisure industry and contains 1 media asset. It was submitted almost 3 years ago.


Advertising Agency: Apollon, Paris, France


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