Want to smell like trash? With this luxury fragrance, you can
Ogilvy Paris creates totally recycled campaign for Etat Libre d'Orange
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.
Credits
- Date
- Oct 11, 2018
- Agency :
- Ogilvy-Paris
- 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 :
- Reepost
- 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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