Van Cleef & Arpels' Grimm Tales: A Digital Odyssey

Thomas Bouyges and Mathieu Drugeault's Innovative Online Jewelry Experience

The Grimm Tales project stands out for its innovative approach to launching a fine jewelry collection. It combines high-tech creativity with a poetic online experience, offering an interactive exploration of a magical castle where decor and characters provide surprising interactions. This real-time calculation engine allows users great freedom of movement within the Van Cleef & Arpels space, immersing them in the various facets of the collection.

The project was realized through website and social media content, with a truly responsive site optimized for both mobile devices and desktops. The launch in July 2018 was met with significant engagement, garnering over three million views on social media and attracting 85,000 unique visitors in the first month alone.

Research on creative technology is a key part of the agency's philosophy, focusing on creating innovative and surprising digital experiences online, on social media, and on video. The challenge was to offer a surprising and immersive online experience while remaining true to Grimm's and Van Cleef & Arpel's legacy and tradition. The result is a stunning haute joaillerie collection of 80 jewels, inspired by the tales 'Three Feathers', 'The Town Musicians of Bremen', 'Twelve Dancing Princesses', and 'The Golden Bird'.

The project's success is evident in its accolades. The Grimm Tales online experience was awarded Silver in the A' Advertising, Marketing and Communication Design Award in 2020. This prestigious award is given to top-of-the-line, creative, and professionally remarkable designs that demonstrate outstanding expertise and innovation. These designs, admired for their strong technical characteristics and splendid artistic skill, showcase a remarkable level of excellence and introduce positive feelings, amazement, and wonder.