New DS 3 and Iris Apfel, Driven by Style

With the Pyramid of the Louvre as a showcase for its unveiling and &35;irisapfel, great lady of 94 years old, worldwilde &35;fashion icon as its ambassador, New &35;ds3 establishes its position as a Parisian chic and stylish car. Revealed on January 19 2016, New &35;ds3 hits our screens and &35;social media channels from today, with television following in a few days. A colourful campaign, which stars New &35;ds3, with its millions of personalisation options and &35;irisapfel, wearing her XXL sunglasses and jewellery combinations. The shared philosophy has made this encounter so unlikely and yet so obvious all at once: 'Driven by Style”. Visit &35;ds brand’s &35;facebook and &35;twitter pages now!

Since the launch of &35;ds3 in 2010, 390,000 customers have succumbed to the charms of the hip and stylish Parisian model. From Paris to Tokyo, London to Buenos Aires, &35;ds3 has become a true icon on the strength of its big personality, unique styling, at-the-wheel pleasure and leading-edge equipment. In both cabrio and hatchback versions, &35;ds3 has impressed with its wide range of customisations and offers, and according to customers, the best combination of comfort and dynamism.

The &35;ds brand is continuing this success story and on January 19 unveiled New &35;ds3 in Paris, under the Louvre Pyramid. A setting full of history and modernity, elegance and innovation, more than a symbol the Louvre Pyramid is the soul of French luxury that shines throughout the world. What better setting to reveal this car with inimitable style! A style that is distinguished primarily by its unique attributes, such as its floating roof, its bi-tone bodywork and waistline line with its shark fin design, genuine signatures of New &35;ds 3’s personality.

The unique style of New &35;ds3 is also expressed through its multiple customisation options. New &35;ds3 offers a palette of 78 body / roof colour combinations and more than 3 million possibilities when taking into account all of the elements available for customers to select (mirror caps, wheel rims, dashboard strip, gear knob and other features). It is a unique car! Hatchback or cabrio, to each his own New &35;ds 3!

To celebrate its launch, the &35;ds brand in collaboration with its advertising agency Publicis La Maison, has created an advertising campaign focused on 'style' (the primary reason for purchasing a premium city car) and has enlisted a remarkable &35;fashion icon: &35;irisapfel.

Iris Apfel known for her style, she is the most influential woman in the world of &35;fashion, this great lady of 94 years is recognized by her XXL round glasses and her strong combinations of jewellery and accessories. Thanks to her boldness and creativity Iris has spent her life surprising and delighting. Proof of the timelessness of her vision, between 1950 to 1992 this New Yorker supervised the redecoration of the White House for no less than nine Presidents of the United States. She was also chief editor of Women's Wear Daily. It is not uncommon to find her in the media or to discover an exhibition dedicated to her and her style, for example the recent exhibition at MOMA in New York.

Today she becomes the ambassador for New &35;ds3 and is at the heart of the international advertising campaign which launches on &35;ds brand’s &35;facebook and &35;twitter &35;social media channels in the United Kingdom and France. The public will discover the steps of the encounter, so improbable and yet so obvious at the same time, between New &35;ds3 and &35;irisapfel.

The campaign will run on television, digital and outdoor display from February 26 in the United Kingdom and from March 1 in France. Other European countries will follow.

'Driven by Style' is the claim of this colourful campaign which stages the story of a dream meeting between the two characters and the sharing of the same vision.

'Driven by Style' is also a promise to express your own style at the wheel of New &35;ds3.

The campaign movie was directed by Jérémie Rozan from Standard Productions. The chosen music 'Odd Nite' was composed by DVNO and appears exclusively on the TV spot 'Driven by Style' (official release on iTunes in the coming weeks). DVNO, also known as Mehdi Pinson, is a French musician, multi-instrumentist, singer, composer, producer, entertainer and DJ. He is best known by the Ed Banger fans for his guest appearance on the song "DVNO" with fellow countrymen Justice.

DrivenByStyle

TECHNICAL DETAILS OF THE ADVERTISING CAMPAIGN FOR NEW &35;ds3: :

Advertiser: Marque DS

DS brand advertising Executives: Arnaud Ribault, Jules Tilstone, Pénélope Yeatman Eiffel

Agency: PUBLICIS La Maison

President: Charles Georges-Picot
Creative Director: Anne de Maupeou, Dimitri Guerassimov, Fabien Teichner Art Director: Julien Conter
Copywriter: Rémy Aboukrat
Strategy Director: Nicolas Levy
Strategic Planner: Séverine Bavon
International Business Director: Alberto Scorticati
Account Director: Nathalie Do Dang Vinh
Account Executive: Thibaud Muratyan
TV Producer: Cleo Ferenczi (Prodigious)

Production : Standard

Director: Jérémie Rozan Post-production: Mikros Sound Production: Schmooze

MUSIQUE :

Artist: DVNO
Title: ODD NITE
release on iTunes maximally 3 months after the start of the campaign.