The campaign is running on JCDecaux underpass panels, walls and floor of the passage stretching below Orchard Road. Nine posters feature a new logo to attract viewers and a red carpet runs from the 'Eiffel Tower' poster to the festival tent. The expressions of love extend beyond the panels to create a graffiti effect, with captions such as 'Singapore we love you', and 'Celebrate the love affair of two nations'. The posters feature such themes as tourism and innovation, showcasing France's attractions.
"It is a cliché, but we are all sensitive to love," said Sha Jahan, strategic planner at Publicis. "The French are known for their passion for everything, including their brands, and have a strong sense of innovation."
Love affair given spotlight in ads for French event
A new Publicis-created campaign for the city's French Festival promotes the mutual 'love affair' between Singapore and France.