Overturning perfume conventions.

Thinking.

In 2017, Comme des Garçons created Concrete, the only perfume whose bottle is made of... concrete!Therefore, far from industry convention (a sophisticated and precious glass bottle), the Japanese brand invested in its antithesis. And since each perfume campaign likes to celebrate values of opulence, here too we paid tribute to their opposites: the ordinary, the banal, the brut.

Idea.

And what is more radically banal than a construction site? Accompanied by Vice's production teams, we followed techno artist Neunau deep into a quarry. A web documentary broadcasted on Creators traces his desire to capture the often ignored sounds of these unique places to make a unique piece. An experiential site and concrete samplers allowed internet users and influencers to play with these unfamiliar sounds themselves.

Results.

— Reach: +2M.
— Generated earned media: +100k€.

Watch the documentary.

Pictures.

Creation of the Concrete atmosphere.

We worked with the photographer Basaltes
to create a series of images featuring
the Concrete bottle.

Social
Media.

Motion videos for scrolling

We created a series of videos featuring
the Concrete bottle in a vaporous black
and white atmosphere just like the fragrance.

Concrete
experience.

Play with a concrete sampler.

Users can discover the new Concrete bottle
in an interactive and musical experience,
and play with the samples created by the
artist Neunau.

Influence
and music.

Concrete Sampler.

For the release of the new Comme des Garçons fragrance,
we created the Concrete Sampler, a physical sampler
with a speaker sent to influencers so that they could live test
the music created by Neunau.