Weekend White

In the autumn of 2012, Club Med opened a new winter Club village (Pragelato) in Italy. In order to communicate this launch in an innovative and striking manner, Club Med went in search of a media partner who would fit well with its image and who would be able to achieve the communication objectives in a creative and independent way.

Our recommendation: the challenge was to find a creative idea which would enable Club Med to inform Weekend readers about its new winter destination from an original angle.

In each of Weekend’s Black Issues there is a central theme: October’s culinary edition was devoted to pure cuisine. A creative brainstorming between La Fabrique à Idées and the editorial team resulted in the idea of using the story telling of Club Med in this edition. This idea was then presented to the Carat media agency, the TBWA advertising agency and, of course, to Club Med. Roularta Media came up with the plan of creating a ‘White’ edition, in which Club Med could pull out all the stops creatively and exploit the snow theme to the full. It was an exciting challenge to translate the culinary specials of the Weekends into the same theme.