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

Name	Company	Position
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.