2019 Brand Experience & Activation

I AM TRASH, LES FLEURS DU DÉCHET

Short List
ClientETAT LIBRE D'ORANGE
Category E01. Launch / Re-launch
TitleI AM TRASH, LES FLEURS DU DÉCHET
Product/ServicePERFUME
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

Why is this work relevant for Brand Experience & Activation?

Etat Libre d'Orange is a niche perfume brand. To compete with big players, the brand needs to go beyond expected. And to reach their annual revenue, 2018 only launch needed to compensate for the usual two per year. If perfume is always experiential, the first scent ever launched made from trash drove consumers to another level of experience, making the brand the first perfumer to advocate for sustainability. I AM TRASH sold out in 3 weeks, becoming the most successful launch of the brand and leading the way for bigger players to develop their own upcycled fragrances.

background

Niche perfumer Etat Libre d’Orange, partnered with the agency to create a first of its kind fragrance. I AM TRASH, a scent made from waste of the perfume industry. Luxury generates 92 million tons of waste per year, but this provocative brand doesn’t follow the rules. It shook up the industry by changing its fabrication process and reusing part of the waste that’s left from each production. I AM TRASH challenged the conventions of fine perfumery, helped to change the way society looks at trash and inspired the industry to come up with ideas that make this planet a safer place.

Describe the creative idea (20% of vote)

Etat Libre d’Orange, whose name translates to The Free State of Orange, is more of a mindset than a perfume house. Defiance is rooted deep in the Brand’s DNA. They speak to marginals who do not want to fit in with conventional standards. So, getting behind the creation of a fragrance made from waste and agreeing with the agency’s idea to name the signature scent, I AM TRASH, was boldly embraced as a true reflection of the perfumer’s brand values. There’s something almost opposite between waste and luxury and we wanted to break through this psychological barrier when creating "the most wanted scent, made from the unwanted". In order to achieve this, we had to reveal the beauty in trash. We reused leftovers from the perfume industry to prove that they can reincarnate into a delicate and refined scent.

Describe the strategy (20% of vote)

According to a study conducted by Edelman in 2018, 2 consumers out of 3 (65%) decide either to consume or to boycott a brand depending on its social, political and environmental stances. People expect brands to engage more and more into socio-cultural matters. Beyond communication, these engagements need to turn into responsible actions, including new product or service development. Together with Etat Libre d’Orange, we created the first perfume made from the leftovers of the very process of fabricating perfume. I AM TRASH was boldly embraced as a true reflection of the brand’s mindset. And its striking line “The most wanted scent made from the unwanted” was a clear invitation for consumers to experience this mindset on their skin.

Describe the execution (30% of vote)

As all firsts, the upcycling process was complex and creatively limited. We had to comply with strict guidelines to make sure that the perfume was in line with regulatory specifications, learning all about a process that goes beyond advertising. The fabricant we collaborated with had to develop new ways of working to collect leftovers and proceed to a second extraction of these organic resources. The composition of the perfume was developed with famous nose Daniela Andrier, who is known for her numerous creations for Prada, Gucci and Kenzo among many others. It was an end-to-end partnership with the agency since we also got involved in the design of the packaging, the bottle and all the campaign assets to promote the perfume. We provided visual materials to the 450 retailers around the world who got seduced by the concept. Altogether, it took us 10 months from conception to commercialization.

List the results (30% of vote)

Results were beyond our expectations. First, we met our objective to make it a commercial success. In 3 weeks, the perfume was 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 history of the brand. 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. From Vogue to Le Monde, the concept was recognized as a step-forward for the entire industry. Givaudan, the world’s leading flavor and fragrance producer we collaborated with on this project, is now receiving similar requests from big luxury brands. Creating an idea that consumers can wear directly on their skin, made them the pioneers of a change of paradigm in the luxury industry.