Etam Lingerie – Live Show

We brought video to the world of OOH to help amplify the 10th Etam Live Show and generate greater awareness among fashion addicts.

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1,9 million train travelers exposed to the show


The objective of this campaign was to raise awareness around the 10th edition of the Etam Live Show, taking place during Paris Fashion Week.

This campaign was designed for fashion addicts and invited them to follow this major fashion event online.

Strategy & solution

We developed a large-scale cross-media campaign, where OOH played a preponderant role.

Etam displayed its French muses, Constance Jablonski and Camille Rowe, with a sexy-chique teaser in the center of Brussels and Ghent.

We selected two strategic places. The first location was a bus shelter in the heart of Brussels’ fashion district, Place Lousie. Before the Etam Live Show, the four digital faces of the bus shelter displayed teasing video ads. The creative then switched post-event, with short videos highlighting the best moments of the fashion show.

Secondly, we were looking for places of intense passage. We chose two train stations, Brussels South and Ghent. During 10 days, we installed an impossible-to-miss video wall in the waiting hall that invited travelers and passers-by to discover the new collection of the brand.

Guaranteed impact!


The campaign generated huge exposure. 1,9 million train travelers were exposed to the show via the Video Wall, and more than 940.000 people passed by Place Louise during our campaign.

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