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Castorama And TBWA\Paris Launch The World's First Story-telling Wallpaper


By designing the first interactive wallpaper, Castorama and TBWA\Paris have allowed the walls of a child's room talk

Castorama And TBWA\Paris Launch The World's First Story-telling Wallpaper
Castorama's aim is to make home improvement accessible to all. To this end, the retailer offers increasingly innovative and creative ideas. This is the idea behind The Magic Wallpaper: helping to create happy family moments shared at home.
Precisely in these parent-child moments, what could be more cherished than a bedtime story? Castorama and TBWA\Paris have transformed this unique moment into a magical moment.

This innovation comes in the form of wallpaper rolls or decorative embellishments on which we find the 10 characters conceived and designed by the Agency. Each of the printed characters is a digital marker. Thanks to a dedicated application, just scan a character with a tablet or smartphone.

Every combination is possible since we can also scan two characters in order to have them interact and discover a story that brings them together. All in all, we can enjoy dozen and dozen of stories. Each lasts a little less than 5 minutes.
The application comes with two reading modes: an audio version with the voice of a storyteller, as well as a text mode with fun and realistic sound effects, available by clicking on certain words.
Castorama and TBWA\Paris have thought of everything, since The Magic Wallpaper application can work in airplane mode in order to limit the exposure to waves. A night mode with fainter luminosity is also available.
The Magic Wallpaper application is available for free in the App Store and in the Play Store.
To produce this wallpaper 2.0, Castorama also relied on the expertise of Graham & Brown, a long-time partner of the retailer and the exclusive manufacturer of this new brand of wallpaper.


Post Production / VFX
Agency / Creative
Music / Sound
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TBWA Worldwide, Tue, 30 May 2017 11:08:51 GMT