Want to smell like trash? With this luxury fragrance, you can

Ogilvy Paris creates totally recycled campaign for Etat Libre d'Orange

Published On
Oct 11, 2018

Editor's Pick

If you've always wanted to smell of trash, here's your opportunity. French perfumier Etat Libre d'Orange announced earlier this year that it would launch a perfume made from the amount of waste that is left over from the industry's process of fabricating perfume. Now it's here: a luxury fragrance named "I Am Trash: Les Fleurs du Dechet."

Ogilvy Paris worked on the launch and on the campaign for the fragrance, which itself is compiled from garbage. The agency used old printed materials to create a fully new recycled outdoor campaign.  A series of six original pieces, which can be seen in the Making Of film shown here, are also being posted on social networks.

So what does it actually smell like? Perfumier Daniela Andrier, who has created perfumes for the likes of Guerlain, Kenzo, Prada, Valentino and Yves Saint Laurent, says:  "I envisioned this scent as a fertile land. My question was therefore: What could be reborn in this land? It is from this reflection that I had the idea to combine the materials from upcycling with notes of strawberry."

Ogilvy creative directors Juana O’Gorman and Beatrice Lassailly add: "The creative bias was radical from the beginning of our initiative. We wanted to prove that beauty can come from waste. The composition of the perfume gave a very delicate and refined result in opposition to the brutality of a name like 'I Am Trash.'"

The product is available now in Paris at Etat Libre d’Orange and Selfridges London.


Oct 11, 2018
Agency :
Client :
Etat Libre d'Orange
Founder and Managing Director :
Etienne de Swardt
Creative Director :
Juana O’Gorman
Creative Director :
Beatrice Lassailly
Copywriter :
Jeremy Claud
Copywriter :
Martha Murphy
Artistic Director :
France De-Saint-Steban
Artistic Director :
Victoria Job
Artistic Director :
Mathilde Champeaux
Artistic Director :
Juliette Duc
Managing Director :
Emmanuel Ferry
Project Manager :
Terry Fouchy
Film Production :
Hogarth & Ogilvy (H&O)
Director/Photographer :
Inès Dieleman
Producer :
Barthélémy De Champsavin
Production Director :
Maxime Gallet
Stage Manager :
Jordan Santoul
1st Director Assistant/Photo :
Thierry Cron
Head Operator :
François Catonné
1st Assistant OPV :
Raphaël Dougé
Electronic Operator :
Eric Baraillon
Decorator :
Alain Roussel
Tamer :
Manuel Senra
Floral Stylist :
Garance du Nord
Gif Production :
Hogarth & Ogilvy (H&O)
Director/Photographer :
Aurélie Hyson
Post Production House :
Hogarth & Ogilvy (H&O)
Post Production House :
Post Producer :
Emmanuelle Bottelin-Lescoutre
Editor :
Quentin Lohr
Color Grading :
Emiliano Serantoni
Graphic Artist :
François Puget
Composer :
Nicolas Schindler
Music Supervision :
Too Young Music

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