Ogilvy Paris and French perfumer Etat Libre d'Orange have turned an overused idiom - 'out with the old, in with the new,' on its head.Inspired by the question: "How can we recycle waste that left over from the perfume industry's process of fabricating perfume?", the campaign has seen the creation of the first luxury perfume made from waste.The first signature scent from the two collaborators is 'I am Trash, Les fleurs du Déchet'.Emmanuel Ferry, general manager at Ogilvy Paris, branding and advertising, and Etienne De Swardt, founder and chief executive officer at Etat Libre d’Orange said: "Trash is normally not regarded as beautiful but with 'I am Trash, Les fleurs du Déchêt,' beauty is found in waste. Taking the old and reinventing it to be new again. In a different form. A thing of beauty."CreditsCREDITSBrand : Etat Libre d’OrangeFounder and managing director : Etienne de SwardtAgency : Ogilvy ParisCreative directors : Juana O Gorman et Beatrice LassaillyCopywriter : Jeremy ClaudArtistic director : France De-Saint-StebanGeneral director : Emmanuel FerryProject manager : Terry FouchyProduction : H&0Director / Photographer : Inès DielemanProducer : Barthélémy De ChampsavinProduction director : Maxime GalletStage manager : Jordan Santoul1er director assistant / photo : Thierry CronHead operator : François Catonné1er assistant OPV : Raphaël DougéElectronic operator : Eric BaraillonDecorator : Alain RousselTamer : Manuel SenraFloral stylist: Garance du NordPost Production house: H&O and ReepostPost-producer: Emmanuelle Bottelin-LescoutreEditor : Quentin LohrColor grading : Emiliano SerantoniGraphic artist : François PugetMusic:Composer: Nicolas SchindlerMusic supervision: Too Young Music