Performed by: French Government
In April 2020, French government announced the creation of a 20 million euro fund to encourage the French population to use bicycles in the post-quarantine period of the Coronavirus.
The fund’s money, administered by the Ministry of Ecological and Inclusive Transition, will be used to pay an incentive of 50 euros per person for those who want to finance repairs to their bikes. The amount will also be used to support the costs of installing temporary bicycle parking spaces and to provide training for those who wish to learn how to ride a bicycle safely.
During Paris Fashion Week, Lanvin collaborated with video platforms Douyin, Yizhibo, iQiyi, and luxury e-tailer Secoo to create a cloud fashion show.
The brand also invited fashion bloggers and boyband UNINE’s Jiayi (嘉羿) to livestream the show’s behind-the-scenes action under the hashtag #lanvin云秀场 (#lanvinCloudBasedRunway), resulting in over 5 million views.
Beyond its new clothing, Lanvin’s latest handbags – which are inspired by everyday objects like takeaway boxes for cakes – peaked on Chinese social media, starting conversations and helping direct a younger audience to the brand.
The coronavirus epidemic is truly testing a brand’s ability to respond, especially in the luxury industry. Like Lanvin, the key for many designers has been to increase human interaction through harnessing technology.
Performed by: Burger King
Burger King France published on its Twitter account a campaign with the recipes of famous burgers of the chain, such as Big Fish, Big King, Steakhouse and the classic Whopper. The series of recipes for quarantine shows the ingredients that the consumer can get in the nearest supermarket to replicate the fast-food chain hamburgers at home, just like those sold in stores, during the isolation period.
Given the risk of a shortage of hydroalcoholic gel in France due the pandemics, LVMH group announced in March 2020 the production and free distribution of the product to the French public health system. LVMH will use the production facilities of its perfume and cosmetics brands in France to produce large quantities of alcohol gel for donation.