I AM TRASH, LES FLEURS DU DÉCHET
Title | I AM TRASH, LES FLEURS DU DÉCHET |
Brand | ETAT LIBRE D'ORANGE |
Product/Service | PERFUME |
Category |
F02. Environmental / Social Impact |
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 |
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 (40% 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 to be said for the relationship between waste and luxury and combining them so flagrantly. We wanted to break through the psychological barrier to create "the most wanted scent, made from the unwanted". In order to achieve this, we had to reveal the beauty in trash. We reused leftovers to prove that they can reincarnate into a delicate and refined scent.
Describe the execution (40% 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 (20% 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.