CONCEPT : It started with a simple truth : The more people in a room, the hotter it gets. We decided to interpret this digitally : THE MORE HITS A FILM RECEIVES, THE HOTTER IT GETS.
EXECUTION: Welcome to the hottest night club ever seen. We shot a club's interior 6 TIMES, each more crowded and hotter than before, and invited everyone to go there online. As the number of hits rose, so did the temperature. New stories were revealed, and as the temperature soared, so did the sexyness.
THE SOUNTRACK : A special club deserves special music. So we created a band to play there. Since forming, BABE YOUTH has released a 5 title E.P. and Le Club's track "BREAK ME" has been remixed by Djs the world over. When the experience ended, a hot music video was released.
RESULTS: Over 11.5 MILLION PEOPLE visited Le Club, it was hotly discussed on TV, in thousands of blogs and virtually countless shared tweets: on tweet per second at the project's hottest peak, becoming THE FIRST TWEETED AD IN FRANCE. A totally new way of using youtube, and proof that Perrier is the ultimate refreshment when things turn hot.