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LONGCHAMP: It's Five O'Clock, Paris Is Waking Up - Trailer
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Experts in luxury and digital, and natively Parisian, FRED & FARID group came to the table with a deep understanding of the importance and iconicity of Longchamp within Paris and France, and the insight that every French person has, at one point in their life, owned a Longchamp bag. Longchamp is deeply ingrained in French culture. It’s a symbol of understated elegance, quality, and innovation. It is a legend in Paris. With FRED & FARID Los Angeles leading strategy and creative, and FRED & FARID Paris leading account management, the team conceptualized with an entirely new global brand platform and tagline titled: “très paris” [very paris]. The meaning behind this phrase is multi-tiered and multi-faceted. Firstly, “très paris” lays claim to Longchamp’s irrefutable cultural significance within Paris, and pays homage to its history as a brand that was founded in Paris 72 years ago. Beyond that, the tagline captures the inimitable spirit of Longchamp. It evokes not just Paris as a city, but Paris as an attitude.
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