JEAN PAUL GAULTIER - Project Launch new fragrance
Role: Creative Direction - Copywriter
Strategy: Fill a market gap: the real 21st Century woman. We will attack the most powerful emotions of these real women and draw them into the new JPG vision, far from women’s clichés. Real women are smart, powerful, curious, open minded, authentic and adventurous, amongst other qualities. And we know that.
Insight: “Beyond my legs , I am spectacular"
Concept: You´re a girl everybody tries to define, but you also understand that nobody knows how you see yourself. When you’re fed up of everybody trying to define you. "Not Those Kind of Legs", the ones you imagine me to have.
Idea: We create a teaser campaign experience about young women who feel free to behave however they want without fear of being labelled scandalous.
WHY? BECAUSE JEAN-PAUL GAULTIER SUPPORTS these kinds of scandals!
WILDPOSTING
WILDPOSTING
WILDPOSTING
BILLBOARD
BILLBOARD OUTDOOR
WILD POSTING
MAGAZINE
DIGITAL CONTENT
The teaser microsite will work to generate engagement with the campaign as a platform for consumers to discuss different types of scandal.
As a Forum site, conversations are free to start by users, creating original and authentic conversation flows to share on social media.
The site will be presented by video guides with a host to set the tone of voice for conversations.
Idea video: TIPS HOW TO BE SCANDALOUS…
We will produce short videos with a smart, fun and stylish tone of voice introduced by a host. The videos will be different guide episodes about how to be scandalous in different situations or different places.
" SAMPLING GUIDE COVER" NOTEBOOK
We will deliver empty notebooks to target spots with their own scandal titles. Each woman can fill it herself.
Spots:
jpg stores - libraries - shopping areas - coffee shops - airports - fashion events.
