84.PARIS Creates "Christine and the GIFs" Social Media Activation to Celebrate New Release from Christine and the Queens

Oct. 24, 2018

To celebrate the new album from singer Christine and the Queens, Chris, agency 84.Paris developed a unique set of GIFs designed especially for the occasion. Born Héloise Letissier, the bilingual French singer who goes by Chris, has been shaking up the music scene since the release of her first album, Chaleur Humaine. Described as a gender-bending figure who blends macho seduction with powerful femininity by NME, the revolutionary artist has gained international acclaim over the last few years, breaking sales records the world over, and receiving rave reviews by publications everywhere, including Time, Rolling Stone.

To promote the highly-anticipated second album, which Rolling Stone described as polyglot pop that transcends gender, international borders and musical categories, 84.Paris aimed to create a social media activation that truly complemented one of Time magazine’s next generation leaders, her courageous personality, innovative style, and unconventional dance moves. Partnering with her label Because Music, the French agency designed “Christine and the GIFs”, an engaging animated pack of over 50 stickers and GIFs. In 2016 the agency and Chris’s label collaborated on a campaign that won the Grand Prix for Digital Craft at Cannes Lions. The unique content, which allows fans to create social media content and enter the Christine and the Queens universe is now available on Instagram Stories, Snapchat, Twitter, Facebook, as well as Tinder.

Olivier and Hervé Bienaimé, co-presidents and CDs of 84.Paris, explain:

“To celebrate the much-awaited return, we wanted to offer more than just a promotion to Christine’s fans. This operation uses the codes of our generation and creates a link with Chris’s fans,”