Year: 2024
Skills: Advertising, Art Direction, Copywriting, Strategy, Cinematography
Challenge
Create an advertising campaign to relaunch Yves Saint Laurent Libre Absolu Platine Parfum.
Insight
Traditional perfume advertisements are known for their unhinged and dramatic nature. Typically featuring flawless female models or celebrities in an idealised world. This promotes an unrealistic lifestyle that can lead consumers to aspire to unattainable standards. This outdated approach calls for a fresh, innovative, unconventional advertising strategy to capture audiences’ attention.
Solution
Using experimental visuals and bold typography, the campaign highlights qualities beyond conventional beauty, celebrating qualities such as strength, individuality, and confidence without relying on women as the central focus of the advertisement. This approach redefines traditional notions of femininity by showcasing a broader and more empowering perspective.