JCDecaux SE supported Céline Dion?s long-awaited return to the stage with a large-scale teaser and reveal campaign. The campaign reached its climax on the Eiffel Tower and will continue from March 31 onwards, in France and across the globe. Since March 23, Paris has been quietly humming just a few words: ?My Heart Will Go On?, ?Pour que tu m?aimes encore?, ?Encore un soir?, ?S?il suffisait d?aimer?, ?The Power of Love?.
These iconic songs, part of shared cultural memory, have been displayed without logo or tagline on JCDecaux flagpole displays in the city?s busiest locations, quite literally repainting Paris and catching people off guard as they walk down the street, commute or head to a meeting. With no image of the artist, these minimalist creatives have let the songs speak for themselves, rekindling memories and emotions among millions of fans. In just a few days, the city has embraced this treasure hunt: hundreds of thousands of online and social media posts, including more than 300,000 reactions and comments on Instagram, and extensive coverage in French and international media, all bearing witness to the extraordinary level of anticipation surrounding this return to the stage.
Céline Dion?s long-awaited return to the stage was officially announced from the Eiffel Tower, in a nod to her performance at the Opening Ceremony of the Paris 2024 Olympic Games. Céline Dion will take up residence at Paris La Défense Arena for a series of concerts, turning the French capital into her global stage. To support this announcement, JCDecaux?s assets will move from teasing to full reveal as of March 31: In Paris and the Greater Paris region, the enigmatic creatives will give way to the official tour posters, rolled out on Morris columns, flagpole displays and an XXL advertising canvas on the Boulevard Périphérique at Porte de Saint-Ouen.
Across France, the campaign will be showcased on Morris columns, as well as a spectacular canvas on the façade of the Hôtel de la Marine in Bordeaux, and local Out-of-Home networks in Lille, Lyon and Marseille, ensuring that the tour announcement is also experienced in France?s major cities. Internationally, the campaign will continue in digital format: several hundred screens in major metropolitan areas; digital screens in New York, Brussels, Berlin, Hamburg, Rome, London and Los Angeles; and screens in shopping centres in Madrid, as well as in shopping centres, railway stations and the airport in Luxembourg, will all help this comeback resonate worldwide. With this campaign, seamlessly orchestrated with Jackie Lombard and AEG Presents, JCDecaux reaffirms its role as a key partner for major cultural and popular events, showcasing the unique power of out-of-home media to create landmark moments and transform everyday city life into a collective experience.
