I AM TRASH, LES FLEURS DU DÉCHET

TitleI AM TRASH, LES FLEURS DU DÉCHET
BrandETAT LIBRE D'ORANGE
Product/ServicePERFUME
Category C01. Brave Brands
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
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

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. 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. For the first time in history, I AM TRASH reconciliated two opposite worlds: perfume and waste; to prove everyone that the same industry that produces 92M tons of waste per year can also change its paradigm. 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. 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.