| Title | Web série Black XS - trailer |
| Brief | Paco Rabanne makes a departure from its studio shoots and hits the streets for its LA Rocks web series. Each clip is a colourful, vibrant love song to the city of angels – its palm trees and beaches, skate parks and graffiti, tattoo artists and musicians. As the clip fades to black, viewers are invited to enter and win a trip to LA. |
| Agency | Rosbeef! |
| Campaign | Black XS Paco Rabanne |
| Advertiser | PUIG |
| Brand | Paco Rabanne Parfums |
| Date of First Broadcast/Publication | 2016 |
| Business Sector | Cosmetics, Beauty Products & Perfumes |
| Story | Ever since its launch in 2006, Black XS, one of Paco Rabanne’s fragrances, has attached its brand image to a rock ‘n’ roll universe, sometimes focusing on the more glamorous aspects of the music genre and sometimes on its more subversive ones. Previous advertising campaigns were inspired by the antics of gen X rock icons. However rock ‘n’ roll, which has always remained at the core of the Paco Rabanne’s brand DNA, is perpetually shifting. To reflect its evolution, the agency has updated the brand’s storytelling and aesthetic codes (with more colors, more positivity, more humility) to reinforce brand love among emerging gen Y customers. In 2016, Paco Rabanne tells a new story for Black XS, more in line with its target’s contemporary aspirations while being cohesive with the other Paco Rabanne divisions, most notably the Fashion/Couture collections. For its new campaign, Black XS by Paco Rabanne leaves studio shootings behind and takes over the unique setting that is the city of Los Angeles. Black XS by Paco Rabanne also unveils two new faces to represent the fragrances, two young stars to be, both honest and sensitive figures reflecting their generation: Sky Ferreira and Gabriel-Kane Day-Lewis. For this new campaign, the agency has created a new brand storytelling, a new digital strategy (social media and social CRM) with creative content, a print and OOH advertising campaign, a TV commercial, supported in France by a partnership with national TV channel TF1 and the reality singing competition The Voice (to address directly the fragrance’s core target). With a 100% drive-to-store approach, Black XS by Paco Rabanne implements a new social media strategy to maximize sales in 7 different countries. The agency has presented the brand with hyper-creative and narrative content to complete its mission: offering premium brand content supporting drive-to-store and drive-to-e-store. The TV commercial tells us the story of the meeting and the urban wandering of a young man and woman, leaving us to guess whether they are friends or lovers. The “L.A rocks!” webserie, which includes 6 episodes, is an ode to the City of Angels. Gabriel-Kane Day-Lewis leads us on a discovery of his favorite neighborhoods, full of unique places and original characters. Two muses meet, the young man of inquiring mind and the town that reinvents itself everyday. Rock ‘n’ roll and electro music rejoin as well, with a tremendously strong soundtrack by Australian musican Matt Van Schie and his band Tear Council. |
| Story (original language) | L.A ROCKS! Pour cette nouvelle campagne, Black XS de Paco Rabanne sort des studios et investit le cadre si unique de Los Angeles. Tandis que le film TV nous narre la rencontre puis la déambulation urbaine d'une jeune femme et d'un jeune homme, dont on ne sait s'ils sont amis ou amants, la websérie digitale "L.A rocks!", diffusée à partir de mai 2016 avec 6 épisodes, se présente comme une sorte d'ode à la cité des Anges, dans laquelle Gabriel-Kane Day-Lewis nous fait découvrir ses quartiers préférés, riches en décors uniques et en personnages originaux. Rencontre entre deux égéries donc. Entre un jeune homme curieux et une ville qui se réinvente chaque jour aussi. Entre le rock et l'électro enfin, le tout étant porté par une bande son terriblement efficace signée de l'Australien Matt Van Schie et son groupe Tear Council. |
| Media Type | Web Film |
| Length | |
| Creative / Art Direction | Rosbeef! |