paco rabanne
DATE
– FEVRIER 2019
SUBJECT
THE NEW FRAGRANCE
Emily Ratajkowski
the new egerie
paco rabanne
Emily Ratajkowski
the new egerie
DATE
– FEVRIER 2019
SUBJECT
THE NEW FRAGRANCE
Paco Rabanne,
excess as a manifesto
« C’est en poussant les expériences à leur limite que l‘on parvient à changer les mentalités. » Paco Rabanne, 1967
A story that become your story
For his new fragrance Pure XS For Her, Paco Rabanne Parfums, with Buzzman, launches its interactive web series 100% Instagram Native. Emily Ratajkowski 20 million followers to date, hosts a special evening where you can invent the scenario.
She meets models and influencers of the moment: Lottie Moss, Brian Whittaker, Diego Barrueco, Alexandra Ricci, Annabelle Belmondo or Christopher Mason. Composed of 15 days of stories, the webseries is on @pacorabanneparfums.
Undisputed queen of social networks and especially Instagram where she has nearly 20 million followers to date, Emily Ratajkowski is hosting a special evening where you will have the power to change the course of it …
It is in a sumptuous mansion that Emrata will organize a Pure XS Night and challenge her special guests, ready to do anything to be noticed by the beautiful. You will see her accompanied by her male counterpart Kiko Henriques (muse of PURE XS FOR HIM), but also by the greatest models and influencers of the moment.
While you thought you were simply invited to see what Emily’s evening looks like, a power cut upsets the plans of the muse and her guests.
It is at this moment that you will be able to take control of the evening and decide what will happen thanks to your votes, likes and comments.« Make them dream, then make them buy »
Highlight the product they desire
Designing an interactive way to discover the product
Paco Rabanne not only sell a product,
they sell a way of life
We looked to provide something valuable for the brand, we are here creating inspiration, emotion in the way to keep entertaining the customer.
Looking to satisfy the brand purpose by understanding what the audience drive is.
Using the brand’s purpose and the user’s drive, the starting point for the creation become the passion point.
#PureXSNight
#PureXSNight
Make the narrative alive again - « Inside The Mansion »
Mixing Human experience, brand design and narrative experience, to ending up with more than advertising.
The nature of content make it special for Desktop & Mobile
The main difficulties on the project lies on the nature of the content: Instagram.
The question was: how to manage to translate an interesting and interactive experience with almost only vertical content ? What story can we (re)built ? We aim to change the way the brands communicate on the previous fragrance, by putting human interaction in the center of our communication.
« The most important is to provide a narrative experience that convert humans into fans »
Don’t call me a lady,
Call me a Queen
Boldness is
your best outfit
#Pure XS Night
Paco Rabanne,
excess as a manifesto
« C’est en poussant les expériences à leur limite que l‘on parvient à changer les mentalités. » Paco Rabanne, 1967