To launch the Be Normal concept, SPOA devised an unexpected guerrilla marketing operation for Celio: during the night, Celio mannequins were placed facing the shop windows of luxury boutiques in the most beautiful Parisian neighborhoods. A daring staging, filmed with hidden cameras, capturing the spontaneous reactions of passersby and generating a strong viral effect on social media. A disruptive campaign, at the crossroads of street activation and social content, which allowed Celio to establish a new brand territory with impact and humor.