Sub Rosa was engaged by L’Oréal to launch Diesel’s newest fragrance, Only The Brave. It was the opportunity for the brand to engage with creative consumers to elicit intrigue and participate in an authentic way with influential consumers. Targeting artists in key communities to create original artwork under the theme of bravery became the launching point for what grew into a highly successful campaign. Through a collaboration with our friends at the Keystone Design Union we were able to create over 75 original pieces of art from 30 artists in over 20 countries. The pieces were unveiled in a New York gallery premiere in SoHo, and then traveled to Miami for another showing at the famed Moore Building in the design district.
The digital aspect of this campaign was as exciting as the gallery work. The site housed campaign content, including a triptych video produced in tandem with LEGS to look at the aspects of Bravery through the lenses of Heart, Mind and Nerve (the attributes that can comprise bravery). The fragrance received visibility and awareness through events and media in 6 markets, online coverage on a variety of blogs and news sites, as well as promotion and integration with the brand’s spokesman, Common, for live performances and blogging.
The resultant launch campaign broke the mens fragrance record for most sales in a launch period and build a powerful base of awareness for Diesel to leverage in their ongoing fragrance promotions.
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Date: Apr 20, 2009
Agency: Sub Rosa
Creative Director: Michael Ventura
Art Director: Bryan Hodge
Client: L'Oreal/Diesel
Copywriter: Legs Legs
Agency Producer: Brent Cheatham
Production Company: Legs
Director: Legs Legs
Director of Photography: Scott Beardslee
Executive Producer: Adam Joseph
Line Producer: Emily Wiedemann
Editorial Company: Lost Planet Editorial
Editor: Paul Snyder
Sound Design: Sound Lounge
Sound Designer: Ryan Price

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