The nature of the promotion meant that those selected for the audience were so excited they championed the brand themselves, promoting Gauloises and associating it with unusual, nonconformist ideas. "Theatre en route", the world's smallest theatre, was a French car that drove through the night-time city streets. An audience of three would sit in the back and watch a production in which it was never totally clear where fiction ended and reality began. All in all, it was a truly unforgettable experience.
Agency: Kolle Rebbe Werbeagentur, Germany.