A ride through the desert

The in-store displays will be installed in Paco Rabanne flagship and airport stores around the world. Depending on its configuration, stores will either feature an iPad version or large-screen edition where players can control their characters behind a steering wheel or astride a saddle set up within the store, re-enacting the film’s desert race by dodging obstacles and collecting “bonus perfumes” as they speed to the finish line. The campaign’s online activation offers an interactive version of the TV spot. Users can unlock “flashbacks”, bonus material like exclusive videos and “making of” footage, as well as enter to win complementary perfumes. The activation can be accessed through Paco Rabanne’s website, by clicking on the “rewind” icon directly in the film: https://pleaserewind.pacorabanne.com/en The operation launched late last month at Macy's in Herald Square and is currently online in Canada, Mexico, Dubai, and Argentina. Integrated advertisement created by Biborg, France for Puig, within the categories: Beauty, Personal Accessories.