In this collaboration between A Tout France and easyJet we were tasked with creating a 15 minute immersive experience that engaged the easyJet generation (millennials) with the delights of the South of France. The key message at the heart of the piece was easyJet’s #whynot? campaign.
Reuben partnered with The Department to deliver an immersive musical to celebrate the Côte d’Azur. The story drove home the idea that jumping on an easyJet flight would lead to untold adventure, promoting the brand attitude #whynot? Walking off the street our audience entered an easyJet departure lounge and when they’re flight was called their alternative aircraft was revealed, a beautiful 19th century carousel.
An artist searching for inspiration in a Provencal market stumbled across his muse in the audience, a planted actress become the unsuspecting romantic lead in our love story. Guests came along for the ride as our Artist attempted to woo his muse by visiting the famed highlights of the South of France. Each scene was set in a place of cultural significance, with performers bringing each place to life through song, dance and live music.
The piece ran across three days, with 33 performances in total. It was open to the public across the Friday evening and Saturday with a special performance for a live Facebook stream (enjoy the video below).
Watch our live stream from last week. Skip to 3:02 to begin your journey to the Côte d'Azur! #FEELCOTEDAZUR Contains flashing imagery.
Posted by easyJet on Friday, 5 May 2017