The Be Dandy agency’s challenge was to upgrade audience activation and make the brand more desirable. Millennials are looking for new places to visit and experience, brand content in keeping with new social values of kindness, communication and togetherness.
In line with the audience’s expectations, the agency came up with a nomad concept for the entire activation based on a key material: wicker.
It symbolises the links woven to bind people together as well as being used to make grape-picking baskets for harvests and the symbol of champagne’s signature art of blending. So nomadism is captured in a picnic table, gingham cloth, hamper, all in wicker with premium finishes.
The gypset concept
Gypset is a bohemian mindset and lifestyle.
We love travelling, walking barefoot, letting our hair down; it’s for people who like to party in Calvi and those who like more outdoorsy holidays high in the Balearic Islands alike. Gypset is inspired by travel and fuelled by discoveries, experiences and the simple pleasures in life.