Club Med Appoints 180 Global as Its Global Creative Agency

Club Med has appointed 180 Global to its global creative duties after the agency won an international pitch run by VT SCAN between three shortlisted agencies. The premium holiday lifestyle brand will work with 180 to expand and evolve its brand platform, ‘L’Esprit Libre’ globally. The work will also include the integration of the brand’s new visual identity.

The expansion of the brand platform will build awareness across Europe and more broadly in the North American and Asian markets.

Henri Giscard d’Estaing, chairman & CEO at Club Med said “‘L’Esprit Libre’ is at the heart of the Club Med experience. We’re excited about what 180’s global mindset coupled with their strong insight and understanding of the brand’s French heritage can do to activate, communicate and evolve this idea in a bold way, establishing ourselves as the most desirable holiday lifestyle brand and cultural icon.”

Laurent François, managing partner at 180 said of the appointment “Winning this tender for such an iconic brand, part of French advertising patrimony, is a proud moment for 180. It’s a tremendous opportunity to create an innovative approach to integrated comms with our global teams in the US and Europe, focusing on a culture and digital-first strategy. We also want to salute the collaborative nature of this process and the sense of shared creative ambition, which is crucial to a successful partnership.”

The work is about setting ‘L’Esprit Libre’ as a way of life, elevating the very reason Club Med was originally founded over 50 years ago.

Work will begin launching globally in the second half of 2023 and will run across broadcast TV, online video, OOH, social and digital channels. It is being created between 180’s Amsterdam, Paris and New York hubs, pulling in expertise from across the 180 Global ecosystem.