A first campaign for Le Pliage de Longchamp.
"It is not a bag. It is Le Pliage®️" announces the first campaign for the Longchamp bag, nearly 30 years after its launch.
Le Pliage offers itself a communication in two series.
This is a great first for the iconic Le Pliage bag. Created in 1993, Le Pliage had never been placed at the center of a communication campaign. Till today. Alongside the creative agency Fred & Farid - also behind the brand's "Très Paris" campaign - and Studio Sander Plug, Longchamp unveils a video of more than 3 minutes made up of nine playful films by a few seconds.
The first part, "It is not a bag", brings together six short films where the brand strives to demonstrate the full potential of its nylon bag. We see Le Pliage transformed into a horse feeder, a curling stone and a string telephone. It was also an opportunity to present Longchamp's new green model, made from recycled materials.
The second part of the campaign is none other than the personification of the it-bag. Called "Am I Not A Bag?", the last three videos give a direct voice to the handbag, questioning its role and its existence during a session with the psychiatrist, within a support group and at a hypnotist, named after the Roseau line.
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