Max (Italy) January, 2012
Photography by Cristiano Miretti
Article by Andrea Porro
Scans 1-3: pdf, ebookshome.net.
Editor’s Note: I think Perrier may actually run out of stock as a direct result of this campaign.
Anyone who follows @ditavonteese on twitter or foursquare will have spotted that she is checking in to a mystery mansion somewhere in France. The good news is that you can check in to the same mansion without leaving your house. It’s the www.PerrierbyDita.com mansion, where you can with skills and good cursor manners tease and follow Dita, and if you do well get a bit of seduction, burlesque, glamour, sexy in return… It’s laid out as an interactive adventure, and if you don’t have manners, you’re out….
Ogilvy Paris created the interactive adventure, and released it quietly, letting Dita’s fans discover the game on their own (via her cryptic tweets and 4square check-ins), which has already gone quite well as the Facebok fan page is steadily growing. “We didn’t want to tack a celebrity onto the brand, like some do, in the case of Dita, Perrier and her are a match”. Anyone who follows Dita’s twitter knows that she is strict about her food and a big mineral water fan so this sounds quite right, Perrier also has a touch of class and a long history that more modern waters (*coff* Dasani *coff*) can only dream of.
Produced by Mark Beckhaus & Karena Cameron, Nylon Studios is the team behind the sound and music for the website.
The adventure begins as you pull in to the large Mansion, and Dita lets you in.
Video: Perrier – Dita von Teese / Mansion doors – (2010) France
If you find her, you can snap polaroids of Dita in the dark room. The trick is to find her. Easier said than done.
Video: Perrier – Dita von Teese / Dark Room – (2010) France
The interactive site is created with the help of Anders Hallberg at B-Reel, the “hybrid” production company who often tell stories via digital immersion adventures. B-Reel & B-Reel Films have developed a production process for digital and integrated projects, which aims to guide agencies around the world toward an effective and creative production process and are the guys (and gals) to call for something like this.
Chris Garbutt and Fabio Costa at Ogilvy Paris worked on this campaign.
Dita has even graced limited edition Perrier bottles earlier this year for Perrier.
Look what I found! Promos from the Perrier campaign! There are three clips, which I can’t embed here, just click the image to visit mry.blogs.com.
From the dita.net newsletter:
Dita is looking for a special place in Paris with Perrier – follow her at: foursquare.com/user/-541257 to keep up with the process and hear some BIG news first!
The Perrier Dita Von Teese limited editions campaign continues. Limited editions featuring Dita will be available in the territories noted ONLY: Belgium and France – all products are available now! Russia, French Caribbean, Guyana, Malta, Australia, Taiwan, Thailand, UK, Lebanon, French Reunion, Dubai – between the 5th and 12th of July. Panama, Venezuela, Mexico, Gabon, Caledonia, Hong Kong, South Korea – between the 12th and 19th of July. The limited editions will be available in the USA later this year in October.
For more information on Dita and Perrier visit perrier.dita.net
As Dita announced on twitter, she is now the new ambassador for Perrier sparkling water! The limited edition line, entitled “Paparazzi,” will be available in supermarkets from June 2010. The photography is by Chris Cuffaro, from a shoot called “Black on White,” viewable in it’s entirety through the members section of dita.net.
For those unaware, Perrier is a brand of bottled mineral water made from a spring in Vergèze in the Gard département of France. The spring from which Perrier is drawn was called Les Bouillens. It has been used as a spa since Roman times. Local doctor Louis Perrier bought the spring in 1898 and operated a commercial spa there; he also bottled the water for sale. You can read more about Perrier at wikipedia.