- Entertain
Accor Arena 40th Anniversary Campaign
For its 40th anniversary celebration, the Accor Arena has enlisted HOPSCOTCH EVENT to create an artistic direction accompanied by an activation campaign for the year 2024.
We have developed an anniversary concept embodied in a logo, storytelling, tagline, campaign graphic charter, and a action plan that can be activated throughout the season.
We have brought the ACCOR ARENA audience back to the memories of the symbol it represents. The unbreakable bond between the arena of all possibilities and its community of fans worldwide.
Filming conducted at the Accor Arena in April 2024.
Agency: HOPSCOTCH EVENT
Production: DIGIZIK
Film Directed by Maël Demarcy
40 years of music, sports, emotions, daring...
The Campaign
The Accor Arena celebrated its 40th anniversary through a campaign that honored disciplines, excitement, and brought together audiences, clients, and teams on equal footing.
A campaign that embodied a unifying movement, a gathering of entertainment, sports, and culture, of emotion and sharing, of the diversity of ages, orientations, and ethnicities of the audience.
All united under the same unifying banner, a true flag and figurehead of what the venue has represented for 40 years.
We materialized this campaign with 3 main elements:
- A flag: the banner, which gives its colors to the campaign and to all those it represents. All under the same banner. This flag incorporates the Accor Arena logo, brandished at the venue, carried by the movement’s actors, and disseminated everywhere.
- A hero video that showcases the creation and expression of this movement, where multiple faces, embodying different sensibilities and disciplines, converge at the Accor Arena to celebrate its 40th anniversary and together raise the flag to its peak.
- An event happening: the complete covering of the Accor Arena on the occasion of its 40th anniversary, which was the heart, the bastion, the high place of this movement.
The Teasing Executed in Fake Out Of Home (FOOH)
The flag is a symbol of unity, pride, and belonging.
For the 40th anniversary, we created a unifying banner that embodies the values of the Accor Arena through its color palettes and iconography.
On the roof, around and inside the arena, throughout the city, it can be hoisted, displayed, and highlighted as needed.
To kick off what was coming with our signature campaign, the symbol of our movement invaded the space: whether physically or through 3D overlays, our Accor Arena banner appeared everywhere, thus blurring the lines between reality and fiction.
The Commercial Film
The Event Happening
Following the release of the hero video, the public was able to discover the Accor Arena as we unveiled it in the film: in the colors of the 40th anniversary.
A massive banner at its peak, a covering of the structure, banners on its roof and sides, and reminders of banners on the forecourt around the site.
As if the protagonists of our film had truly come to adorn their stronghold with their banner, the iconic venue of this unifying movement: the Accor Arena.
The Taratata Event Night
Following the reveal of the event decor at the Accor Arena, a select few had the privilege of enjoying our scenographic installations and animations both before and after the concert “Tarata Celebrates 40 Years of Bercy,” which immersed audiences in the film’s universe.
Among the highlights were the film’s horseman and boxers, a mobile immersive theater themed around the 40th anniversary, a DJ set, and a photocall with the famous Harley Davidson…
