Overview

To celebrate its 60th anniversary, K-Way launched In Y/Our Life, a four-day exhibition at Atelier Richelieu in Paris that celebrated the brand's heritage and cultural impact. The challenge wasn't simply promoting another fashion event—it was generating anticipation, driving visitation, and creating excitement before the doors even opened.

Working with billups, K-Way transformed the streets surrounding the venue into an extension of the exhibition itself through a guerrilla Out-of-Home campaign that encouraged discovery, participation, and conversation.

The result: What began as a simple street activation quickly evolved into an unexpected demonstration of brand affinity, with fans turning campaign assets into coveted collectibles.

Campaign Highlights

Almost every original sticker was removed overnight

The first wave of 30 custom pavement stickers was so popular that only five remained the following morning, as passersby peeled them up to keep as souvenirs.

Rapid campaign optimisation

Rather than treating the removals as a setback, billups and its production partner quickly reprinted the creative using a more durable material that adhered securely to the pavement, ensuring consistent visibility throughout the exhibition period.

High-impact local awareness

Positioned throughout the streets surrounding Atelier Richelieu, the activation reached visitors at the point of discovery, driving awareness, QR code engagement, exhibition visits, and organic social conversation.

The Challenge

K-Way wanted to build anticipation for In Y/Our Life, its 60th anniversary exhibition in Paris, while standing out in one of the world's busiest cultural and fashion capitals.

Traditional promotional media alone would struggle to create the sense of curiosity and exclusivity needed to encourage people to explore the exhibition. The brand needed an activation that felt authentic to the city, generated conversation, and connected directly with audiences already moving through the neighbourhood.

The Solution

billups developed a guerrilla OOH campaign using pavement stickers shaped like K-Way's iconic yellow rain jacket.

Installed throughout the streets surrounding Atelier Richelieu, each sticker featured the exhibition branding alongside a QR code inviting passersby to learn more about the event.

The campaign delivered an unexpected insight almost immediately. Overnight, nearly every sticker disappeared—not because of vandalism, but because people wanted to keep them.

Recognising this as a powerful signal of audience engagement rather than a campaign failure, the team rapidly adapted production, replacing the original stickers with a more durable version that maintained visibility while preserving the momentum the activation had already created.

By combining creative execution with agile optimisation, the campaign became more than directional media—it became a memorable brand experience that extended beyond the exhibition itself.