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EasyJet’s brilliant new French marketing campaign in Bordeaux that almost went wrong

At first look, a large advertising installation designed to hide the scaffolding around the Place de la Bourse in the French city of Bordeaux, appeared to be a giant mistake.

The outdoor campaign for the budget airline, EasyJet, appeared to have been hung back-to-front and upside-down. It was a safe assumption to make, given that the writing is all wonky and makes no sense.

But it turns out that the design was the masterstroke of Parisian marketing agency, Buzzman. If you direct your attention to the glassy surface of the nearby Garonne River, you can see the installation’s true message reflected in the water.

Once mirrored, the message reads: “Bordelais, Le Ciel Est A Vos Pieds,” which means “People of Bordeaux, the sky is at your feet.”

Or, if taken literally, the “sky is at your fingertips”.

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{ Bordelais, le ciel est à vos pieds } ✈️🧡 #upsidetown @easyjet_fr . . . . Merci pour ton aide @hanna.makeieva 🦊 . . #bordeaux #bordeauxmaville #igersgironde #easyjet #easyjetfr #miroirdeau #miroirdeaubordeaux #nelle_aquitaine_focus_on #gironde #aquitaine #nouvelleaquitaine #bordeauxmetropole #avion #paperplanes #reflection #reflect #nike #sneakersaddict

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The display goes on to advertise that “More than 30 destinations can be reached from Bordeaux” (“Plus de 30 destinations au depart de Bordeaux“).

It was a brilliant campaign created by EasyJet and Buzzman, who decided to use the landscape to capture the attention of international newsies as well as mildly-confused locals.

Bordeaux is the second largest city in France, and home to some of the world’s most beautiful classified monuments. It should definitely be high on the tourist must-see list, but is perhaps sometimes overshadowed by the country’s capital, Paris.

Bordeaux, of course, is well-known for their delicious wines of the same name. Vineyards were first grown in the port-city by the Romans around 50 AD.

As part of the campaign, EasyJet is inviting internet users to take photos of the installation and post them on social media with the accompanying hashtag #UpsideTown. The winner will take home a return flight for two to a destination of their choice.

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▪️A V O I R LE C I E L À S E S P I E D S▪️ #bordeaux #miroirdeau #placedelabourse #easyjet #upsidetown

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Bordelais, le ciel est à vos pieds ⛅️ #easyjet #upsidetown @easyjet_fr

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Photo Credit: I.MAGE Production

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