FRED & FARID GROUP Creative Work

Title "Sam (B)"
Campaign "Only the Brave"
Advertiser L'Oréal
Brand Diesel
Business Sector Perfumes
Problem A new masculine fragrance, "Only The Brave", to attract a wider male target in Diesel's brand portfolio.<
Story The spots are set in a context that is halfway between Fight Club and an epic narrative. They portray the paths of men who show the capacity, that is in fact in each and every one of us, to be himself, to make his own choices, to decide on his own path, and to write his own destiny. Each film is an invitation to listen your heart, to live your ideals, to realize your dreams...
Philosophy The objective was to find a new fragrance language that could be immediately appropriated: the determination, the inner force that lives in each and every one of us when we decide to be the maker of our own life, the writer of our own destiny. It was also necessary for this new fragrance to be totally differentiated from territories already captured and tarnished by competitors.
Media Type Television
Production Company Irene
Production Company Flynn
Music Guem
Creative Director Fred & Farid
Art Director Alphée Ballester
Art Director Mr. Laurent Leccia
Art Director Mr. Thomas Raillard
Art Director Ms. Alexandra Reghioua
Copywriter Fred & Farid
Director Mr. Paul Gore
Account Supervisor Mr. Emmanuel Ferry
Account Supervisor Ms. Hélène Camus
Account Supervisor Ms. Shirley Sayadi
Advertiser's Supervisor Mr. Steeve Hagege
Advertiser's Supervisor Mr. Wilbert Das
Advertiser's Supervisor Mr. Ladan Lari

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