I AM TRASH, LES FLEURS DU DÉCHET
Title | I AM TRASH, LES FLEURS DU DÉCHET |
Brand | ETAT LIBRE D'ORANGE |
Product/Service | PERFUME |
Category |
D01. Strategic Transformation |
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
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 transform the perception of waste, showing it 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 transform 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 change on the category rather than just a perfume launch.