I Am Trash, Les Fleurs Du Dechet|海报/平面|广告营销案例【ADGuider广告指南】

我是垃圾，Les Fleurs Du defhet

案例简介：对质疑的解释 (30% 投票) 当利基香水公司Etat Libre d'Orange最初来到我们这里时，他们想要创造一种突破性的香水，使他们能够扩大业务规模。通常，他们每年都会发布两种新气味，但2018年，他们决定将所有的努力都投入到一次发布中。我们必须提出一个创新的想法，在行业中制造噪音并满足他们的业务目标。作为一个不遵守规则的品牌，Etat Libre d'Orange吸引了喜欢挑战惯例的偶像破坏者。因此，我们决定解决奢侈品行业的一个非常传统的规范: 浪费。奢侈品行业每年有9200万吨废物，是经济中污染最严重的行业之一。我们参与了这个从未做过的旅程，创造了第一种由香水生产过程中的剩余物制成的香味: 我是垃圾。除了技术挑战之外，我们还必须克服心理障碍，以这种象征性的符号来使用废物。洞察力/突破性思维 (投票30%) 奢侈品行业每年产生9200万的废物。我们在全球范围内面临着巨大的环境问题，我们相信，奢侈品也不能免于朝着更可持续的经济迈进。 -90% 的消费者认为品牌有责任照顾地球及其人民。品牌现在对他们采取的行动负责，没有比将这些举措体现到他们提供的产品中更好的方法了。这是他们努力的最具体的证明，它为消费者提供了参与负责任的消费行为的机会。 58% 消费者认为可持续产品并不奢侈。挑战 “高级香水” 的概念，我们想打破这种心理前沿，开发一种新型奢侈品。在过度消费的文化中，我们有很快浪费东西和人的趋势。所有不符合我们完美的东西都会被立即删除。奢侈品不能再忽视我们的星球不是无底洞的事实。这是我们的社会需要采取和意愿的转变。我是垃圾分享的事实是，问题不在于垃圾，而在于你如何看待它。创造性的想法 (投票20%) 我是垃圾背后的想法是揭示浪费的美。从气味本身到周围的所有交流，我们想证明浪费对所有感官都是美观和令人愉快的。奢侈品与永恒价值的概念息息相关，但我们倾向于越来越多地通过短暂的经历来生活，从社会关系到消费行为。复兴的概念是我们创造性发展的核心，因为人类的繁荣将取决于我们管理废物的能力。有史以来第一次，我是垃圾调和了两个相反的世界: 香水和废物; 向每个人证明，每年产生9200万吨废物的同一行业也可以改变其范式。结果/结果 (投票20%) 结果超出了我们的预期。首先，我们实现了我们的业务目标: 只有这次发射弥补了通常的年度两次发射。三个星期后，香水就卖完了。发布3个月后，450零售商的需求是之前畅销书的4倍。它成为该品牌历史上最成功的一次发布。我们与Ipsy签署了合作伙伴关系，在美国分销500个样品，预计这将使公司今年的年收入增加20% %。媒体不仅谈论香水，而且还庆祝其背后的概念。《Vogue》、《Elle》、《GQ》甚至《费加罗报》、《世界报》或《福布斯》等非相关媒体都认为这是整个行业的进步。奇华顿现在也收到了大型奢侈品牌的类似要求。这是一个充满希望的迹象，表明该项目将代表一场全球运动，而不仅仅是一场香水发布会。评审团的文化/背景信息 (150字) Etat Libre D'Orange是一家总部位于巴黎的利基香水公司。他们在巴黎拥有一家商店，但其余业务来自遍布全球的450零售商网络。当我们启动这个项目时，两端的利益相关者 (制造商和零售商) 都不愿意看到这种非常规概念的商业吸引力。为了说服他们，我们发布了一部预告片，以证明市场已经准备就绪，人们愿意佩戴反映他们信念的香水。这使奇华顿和著名的鼻子丹妮拉·安德烈有机会加入该项目。我们在产品开发的各个方面携手合作: 选择剩余产品，创建果汁，包装设计，沟通活动，新闻稿等。

我是垃圾，Les Fleurs Du defhet

案例简介：The Interpretation of the Challenge (30% of vote ) When niche perfume house Etat Libre d'Orange initially came to us, they wanted to create a ground-breaking perfume that would enable them to scale up their business. Usually, they release two new scents per year but in 2018, they decided to put all their efforts into one single launch. We had to come up with an innovative idea that would make noise in the industry and meet their business objectives. As a brand that doesn’t follow the rule, Etat Libre d’Orange appeals to iconoclasts who like to challenge conventions. So we decided to tackle a really conventional norm in the luxury industry: waste. With 92 million tons of waste each year, the luxury industry is one of the most polluting sectors of the economy. We engaged into this never-been-done-before journey to create the first scent made from the leftovers of the very process of producing perfume: I AM TRASH. Beyond the technical challenge, we had to come over psychological barriers towards the use of waste in such a symbolic icon of sensuality. The Insight / Breakthrough Thinking (30% of vote ) - The luxury industry generates 92 million of waste per year. We are facing huge environmental issues globally and we believe that luxury is not exempted from acting towards a more sustainable economy. - 90% of consumers feel that brands have a responsibility to take care of the planet and its people. Brands are now accountable for the actions they take and there is no better way than embodying these initiatives into the products they offer. It is the most concrete proof of their efforts and it gives consumers an opportunity to engage into responsible consuming behavior. - 58% consumers think sustainable products are not luxurious. Challenging the notion of a “fine fragrance”, we wanted to break this psychological frontier to develop a new type of luxury. In a culture driven by overconsumption, we have the tendency to trash things and people very fast. Everything that doesn’t fit our perfection is immediately deleted. Luxury can’t ignore anymore the fact that our planet is not a bottomless pit. It’s a shift that our society needs to take and will. I AM TRASH shares the fact that the problem is not the trash but how you look at it. The Creative Idea (20% of vote ) The idea behind I AM TRASH was to reveal the beauty in waste. From the scent itself to all the communication around it, we wanted to show that waste can be aesthetic and delightful for all senses. Luxury is deeply linked with the notion of timeless value, yet we tend to live more and more through ephemeral experiences, from social relations to consuming behaviors. The concept of renaissance was at the heart of our creative development since the prosperity of humankind will depend on our ability to manage waste. For the first time in history, I AM TRASH reconciliated two opposite worlds: perfume and waste; to prove everyone that the same industry that produces 92M tons of waste per year can also change its paradigm. The Outcome / Results (20% of vote) Results were beyond our expectations. First, we met our business objective: only this launch made up for the usual annual two launches. In 3 weeks, the perfume 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 brand’s history. 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. The media not only talked about the perfume but also celebrated the concept behind it. Vogue, Elle, GQ and even non-related media such as Le Figaro, Le Monde or Forbes recognized it as a step-forward for the entire industry. Givaudan, is now receiving similar requests from big luxury brands. A hopeful sign that the project will represent a global movement rather than just a perfume launch. Cultural/Context Information for the Jury (150 words) Etat Libre D’Orange is a niche perfume house based in Paris. They own one shop in Paris but the rest of their business comes from their network of 450 retailers throughout the world. When we initiated this project, stakeholders from both ends (fabricants and retailers) were reluctant towards the commercial appeal of such an unconventional concept. In order to convince them, we released a teaser film to prove that the market was ready, and people were willing to wear a perfume that reflect their convictions. This gave of the opportunity to onboard Givaudan and famous nose Daniela Andrier into the project. We worked hand in hand on all aspects of the product development: selection of the leftover, creation of the juice, packaging design, communication campaign, press release and so on.