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Dragon Rouge

Boutique Agency | Shanghai

Parc Rives de Seine, Reinventing the Banks of the Seine in Paris

The Cannes Lions International Festival of Creativity is a global event known as "the Oscars of the advertising world". The Cannes Lions gathered this year professionals working in creative communications, entertainment, design and tech from nearly 100 countries. Dragon Rouge was awarded at the Cannes Lions 2017 for the project "Parc Rives de Seine".

Parc Rives de Seine - Reinventing the Banks of the Seine in Paris

On the 2nd of April, the Mayor of Paris, Anne Hidalgo officially opened the new PARC RIVES DE SEINE, a 7km promenade between the Bastille and the Eiffel Tower in an exceptional setting - a UNESCO World Heritage Site since 1991 - offering fresh air and new views of Paris. The city has launched a marketing campaign by creating the PARC RIVES DE SEINE brand to give this space in the heart of the capital shape and life.

A Liberated Paris!

The brand’s strategy is part of a project illustrating a liberated Paris that urges residents to “own” the banks of the Seine, which becomes a playground, offers a change of pace and has something for everybody, whether it’s strolling, doing sport, sipping a before-dinner drink or enjoying culture. PARC RIVES DE SEINE reveals a Paris where anything is possible and unveils the City of Light’s true nature: carefree, creative, dynamic, elegant, joyous, food-loving, open and welcoming.

Celebrate the Restored Connection between Parisians and the Banks of the Seine

We designed a logo evoking the link not just between the two banks of the Seine but also between Parisians and everybody who loves Paris. Passages between the letters of Parc Rives de Seine can be made out: they are the bridges across the Seine and metaphorical bridges that unite people. The presence of Paris can be glimpsed in an original layout of the letters in PARC RIVES DE SEINE.

Designed exclusively for PARC RIVES DE SEINE, the expressive, elegant “Seine” font pays tribute to the carefree Roaring Twenties. The pictograms and range of bright colours chosen for all the versions of the event and visual communication echoes the diversity of activities now available.

To mark the “borders” of PARC RIVES DE SEINE and help visitors find their bearings, we also designed signage in an original material, poly Miroir, that reflects the Seine, the city and those who live there.