Raise awareness about Juicy Couture’s highly differentiated values amongst the premium perfume category.
Native Solution Delivered by CN Spain
Juicy Couture Perfumes is a lively, creative and somewhat eccentric brand that wanted to show these values and to stand out on the market. To do so, they approached Vogue, requesting an imaginative campaign, something unconventional and, to some extent, risky, from an aesthetic point of view.
In this spirit, we decided to produce a series of short films about a character starring in sophisticated, uncommon roles. We did so in collaboration with Canada, a top-producing company famous for its music videos and short films. Several videos by this producer have recently won awards at Cannes and Sitges film festivals (Pay per Laugh was awarded with 8 lions at Cannes). The client loved the idea and gave us editorial freedom to come up with a fun and entertaining script for each film. The idea was to translate Juicy Couture brand values to our audience, but to do so with a narrative and sense of humour similar to some of our short films of reference. In order to strengthen bonds with the entertainment imaginary, we included some references to iconic movies and cultural elements, such as Charlie’s Angels or the Pink Panther films.
