Très Paris - Longchamp | Clapboard Ad Archive

Longchamp’s Très Paris campaign, created by Fred & Farid for the brand’s Spring/Summer 2021 collection, elevates aspirational Parisian identity through a cinematic short film that fuses dreamy storytelling with sharp lifestyle insight, shaping a compelling narrative for the Fashion and Retail Services category. Set against the atmospheric backdrop of a city stirring awake at 5am, the campaign harnesses the visual language of romantic, nocturnal Paris—stylish young women dashing through lamplit streets, a mischievous kitten in tow, a purposeful man gliding past on a motorcycle, all orbiting around an accidental exchange of two Longchamp bags. What unfolds is a lively, emotive carousel of everyday vignettes laced with fantasy, styled meticulously to tether the accessories to lived, attainable moments, and underscored by Clara Luciani’s intimate reimagining of an iconic Parisian anthem. The approach sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, mining the power of real-world identification and user aspiration: the campaign does not merely showcase product, it positions the viewer as a potential protagonist moving through the city’s kaleidoscopic potential. By rooting its creative direction in Parisian tradition while letting in the boldness and unpredictability of urban life, the work finds resonance with the culturally attuned, style-literate audience Longchamp courts—consumers for whom elegance and joy are inseparable from routine. The campaign’s singular, high-quality media asset has amassed more than 100,000 views, affirming its relevance and impact among target consumers. The campaign earns 72/100 in Clapboard's global creative archive. For an industry in search of emotionally driven, yet commercially led storytelling, Très Paris signals the potency of user-linked narrative formats when heightened by genuine cultural fluency.