Legrand - Legrand and DENTSU CREATIVE sign the first chapter of new, unexpected stories
Dentsu Creative has created the international launch campaign for Legrand’s new Arteor™ Advance range — a new premium line of wiring devices, enhanced with an extensive connected offering.
Selected after a demanding competitive pitch against several international creative agencies, Dentsu Creative France has been entrusted with the end-to-end leadership of this premium 360° campaign — from developing the narrative concept to defining the deployment strategy — with one clear ambition: to win over an expert and influential audience of architecture and design professionals.
At the core of the campaign is a 200‑page art book, conceived, written, produced and photographed by Dentsu Creative France and Dentsu Creative Amsterdam, in collaboration with Condé Nast and the Legrand teams.
A true centerpiece of the project, this exceptional book serves as both a visual and conceptual manifesto and acts as the foundation for all campaign content.
Legrand, a global specialist in electrical and digital building infrastructures, affirms with Arteor™ Advance its desire to elevate wiring devices within the work of specification professionals (architects, designers, etc.).
The goal is to redefine the sector’s standards by making Arteor™ Advance a genuine object of desire — a design piece in its own right, at the intersection of aesthetics, technology, and sustainability.
Through this approach, Legrand reasserts its ability to inspire the most demanding space creators, positioning wiring devices at the center of architectural thinking.
The Creative Concept
At first glance, one might think a switch is nothing more than an everyday detail. And yet, it does far more than simply turn on the light.
It is the first caress we brush upon waking, the last presence we touch before falling asleep.
A discreet companion of daily life, it silently illuminates thousands of stories — stories it witnesses being born, growing and blossoming every day.
All around the world, these are stories of life, sensitive to light and to everything it reveals.
Here begins the light; here begin spectacular stories.
SPECTACULAR STORIES START HERE.
For the first time, a line of electrical wiring devices is told as much through stories as through images, with long-form content and a design as remarkable as the narratives it contains:
- Stories of its creation — the deep inspirations that gave birth to Arteor™ Advance after years of exploration and refinement.
- Stories of its everyday users — a father sharing a precious moment with his daughter, a businesswoman encountering it in a hotel during her travels, a scientist revisiting childhood memories under a summer light.
- Stories that will shape tomorrow’s world — told by experts in tactile sensitivity, psychologists fascinated by light, and artists moved by the purity of form.
All these individual, unique and powerful stories converge into a meticulously designed object. They unfold across 200 pages, drawing a journey from darkness to light, through every nuance and color that light reveals and elevates along the way.
Campaign Rollout
A fully integrated 360° system designed to support the B2B2C audience throughout its journey, from awareness to consideration. A full‑funnel approach combining elegance and effectiveness for maximum impact.
A carefully crafted coffee table book — an object of desire and a source of inspiration — complemented by six print ads targeting a broader audience of specifiers, elevating the premium positioning of the range.
Digital
A series of six elegant digital banners created to extend the campaign’s reach and strengthen its visibility.
Social
Rich and diversified social content, including twelve immersive carousels harmoniously conveying key messages, and three premium motion‑design videos designed to captivate and engage a demanding, connected audience.
Discover the motion-design videos here:
https://www.youtube.com/watch?v=65N8zynDl4s
https://www.youtube.com/watch?v=JJvT8G03Qq8
