Paco Rabanne partners with Jax Jones on a guerilla dance project


Develop a creative concept that would drive brand awareness for Paco Rabanne’s brand new fragrance One Million Lucky and its related global program #MillionLuckyDance. Create a campaign that would generate high buzz on social media throughout the UK and engage the public to take part into the contest, as well as drive traffic and increase brand awareness.

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The approach used to tackle this challenge was the creation of a guerilla dance challenge where the hashtag #millionluckydance would be used to upload these dances from the public. The dance challenge was supported by one of the UK’s hottest DJs Jax Jones.

The incentive: The chance to win TWO tickets to attend the exclusive Grammy Awards Ceremony, as well as unique live experiences at Jax Jones’ shows.

Best known for his « You Don’t Know Me » 2016 single featuring Raye as well as for his partnership with Demi Lovato, Jax Jones has a huge reach in the UK and is known for his amazing live mixing skills, bringing excitement and interest amongst his loyal fans.

The implementation: In order to create an increase in traffic, MLA built special moments by  collaborating with no less than 45 different dancers in London hotspots Southbank and Covent Garden, over the course of two days, would create guerilla style dance activity with public engagement to help push and share the #millionluckydance message.

Jax Jones performed short DJ sets at both events on a uniquely branded DJ Truck, whilst people’s own dances were uploaded via social media with Paco Rabanne samples handed out to willing participants.

The activation was a huge success with positive feedback from both client -Paco Rabanne and DJ – Jax Jones.


2M people reached

Total Footfall = 20,000

6,000 samples distributed

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