Etat Libre d'Orange
bad reviews campaign
challenge
Please Dear God,
Not Another Sexy Perfume Ad
The fragrance brand Etat Libre d'Orange needed to break into the U.S. market. They thrive off their unique approach to perfume in general, so they wanted their ads to reflect that. They begged us: anything but another sexy perfume ad (Google image search "perfume ad" and you'll see we're not kidding).
solution
Let's Get Risky,
Not Risqué
We sourced authentic bad reviews of all Etat perfumes. Then we matched the reviews to the fragrances and threw in evocative French paintings for a twist. Are these reviews of paintings or scents? The ambiguity was decadent. The self-deprecation was irresistible.