I AM TRASH, LES FLEURS DU DÉCHET
Title | I AM TRASH, LES FLEURS DU DÉCHET |
Brand | ETAT LIBRE D'ORANGE |
Product/Service | PERFUME |
Category |
B01. Challenger Brand Strategy |
Entrant
|
OGILVY Paris, FRANCE
|
Idea Creation
|
OGILVY Paris, FRANCE
|
Idea Creation 2
|
ETAT LIBRE D'ORANGE Paris, FRANCE
|
PR
|
OGILVY Paris, FRANCE
|
Production
|
OGILVY Paris, FRANCE
|
Production 2
|
TOO-YOUNG Paris, FRANCE
|
Production 3
|
ETAT LIBRE D'ORANGE Paris, FRANCE
|
Credits
Etienne de Swardt |
Etat Libre d'Orange |
Founder and managing director |
Matthieu Elkaim |
Ogilvy Paris |
Chief Creative Officer |
Juana O'Gorman |
Ogilvy Paris |
Creative Director |
Béatrice Lassailly |
Ogilvy Paris |
Creative Director |
Jeremy Claud |
Ogilvy Paris |
Copywriter |
Martha Murphy |
Ogilvy Paris |
Copywriter |
France De-Saint-Steban |
Ogilvy Paris |
Artistic Director |
Victoria Job |
Ogilvy Paris |
Artistic Director |
Mathilde Champeaux |
Ogilvy Paris |
Artistic Director |
Juliette Duc |
Ogilvy Paris |
Artistic Director |
Emmanuel Ferry |
Ogilvy Paris |
Managing Director |
Terry Fouchy |
Ogilvy Paris |
Project Manager |
Clara Bascoul |
Ogilvy Paris |
Communication Manager |
Inès Dieleman |
H&O |
Director / Photographer |
Bathélémy de Champsavin |
H&O |
Producer |
Maxime Gallet |
H&O |
Production Director |
Jordan Santoul |
H&O |
Stage Manager |
Thierry Cron |
H&O |
1er Director Assistant / photo |
François Catonné |
H&O |
Head Operator |
Raphaël Dougé |
H&O |
1er assistant OPV |
Eric Baraillon |
H&O |
Electronic Operator |
Eric Baraillon |
H&O |
Electronic Operator |
Alain Roussel |
H&O |
Decorator |
Manuel Senra |
H&O |
Tamer |
Garance Du Nord |
H&O |
Floral stylist |
Aurélie Hyson |
H&O |
Director / Photographer |
Emmanuelle Bottelin-Lescoutre |
H&O |
Post Producer |
Quentin Lohr |
H&O |
Editor |
Emiliano Serantoni |
Reepost |
Color Grading |
François Puget |
Reepost |
Graphic Artist |
Nicolas Schindler |
Elevation Studio |
Composer |
Summary
Luxury is deeply linked with the notion of timeless value, yet we tend to live more and more through ephemeral experiences, from social relations to consuming behaviors. The concept of renaissance was at the heart of our creative development since the prosperity of humankind will depend on our ability to manage waste.
We created I AM TRASH, the first ever perfume made from the waste of the perfume industry. A bold stand against excessive consumption to prove that the problem is not the trash but how you look at it. Everything and everybody can be beautiful again, if you give them some time and consideration.
The idea behind I AM TRASH was to reveal the beauty in waste. From the scent itself to all the communication around it, we wanted to show that waste can be aesthetic and delightful for all senses.
Results were beyond our expectations. First, we met our business objective: only this launch made up for the usual annual two launches. In 3 weeks, the perfume sold out. And 3 months after release, demand from the 450 retailers was 4 times higher than previous bestseller. It became the most successful launch in the brand’s history. We signed a partnership with Ipsy to distribute 500K samples in the US, which is expected to boost the company’s annual revenues by up to 20% this year.
With 90M impressions, the media not only talked about the perfume but also celebrated the concept behind it. Vogue, Elle, GQ and even non-related media such as Le Figaro, Le Monde or Forbes recognized it as a step-forward for the entire industry. Givaudan, is now receiving similar requests from big luxury brands. A hopeful sign that the project will represent a global movement rather than just a perfume launch.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
France is well-known for the excellence of its luxury industry. An industry that worldwide generates 92M tons of waste per year. As a niche player with way more budget constraints than major perfume houses, Etat Libre D'Orange needs to be really bold to stand out. We created I AM TRASH, the first and only perfume made from waste. By contrasting the brutality of its name with the delicacy of its scent, we reconciliated two opposite notions: perfume and waste.
Launched with never seen before visuals, starring worms and decomposing trash, we challenged conventions of a «fine fragrance».
The courageous consumers who sprayed our vision on their skins helped to change the way society looks at trash and inspired other brands to finally make this industry more sustainable.