| Brief | Accor wanted to promote the advantages of its ALL (Accor Live Limitless) loyalty program.To highlight the exceptional privileges offered by ALL, the brand and its agency developed a campaign for the much-awaited launch of the new French soccer team Paris Saint-Germain jersey, to make available the “Holy Grail” of all fans: the new jersey, already worn by the players themselves during a Champions League match.Instead of launching the new jersey in a classical way, Accor ALL has chosen a second-hand platform by partnering exclusively with Vestiaire Collective. An alternative distribution channel, original for such an international launch, and in line with the current zeitgeist. Moreover, a perfect illustration of what an exclusive ALL privilege can represent... |