To promote the launch of the new fragrance Lacoste Live, Grey Paris and CURB orchestrated the first urban photo contest which was filmed and streamed live on the web for all to see.
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The key moment in this campaign was the Photo Run which took place on July 4th. There were 3 teams and 12 instagramers and all teams had a different course to cover in Paris. Throughout the course, each teammate was asked to take a picture of Paris from a “new perspective” and post it on their Instagram profile. Whilst doing so, the 3 teams were filmed and streamed live on a dedicated website to allow the public to follow them and watch them take their photos.