Diesel - "Sam (B)"

FRED & FARID

FRED & FARID Global

7982

Title	Sam (B)
Agency	FRED & FARID
Campaign	"Only the Brave" - Diesel
Advertiser	L'Oréal
Brand	Diesel
Posted	December 2009
Business Sector	Perfumes
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.
Problem	A new masculine fragrance, "Only The Brave", to attract a wider male target in Diesel's brand portfolio.
Media Type	Television
Creative Director	Farid Mokart
Art Director	Alphée Ballester
Art Director	Laurent Leccia
Art Director	Thomas Raillard
Art Director	Alexandra Reghioua
Copywriter	Farid Mokart
Director	Paul Gore
Production Company	Irene
Production Company	Flynn
Account Supervisor	Emmanuel Ferry
Account Supervisor	Hélène Camus
Account Supervisor	Shirley Sayadi
Music	Guem
Advertiser's Supervisor	Steeve Hagege
Advertiser's Supervisor	Wilbert Das
Advertiser's Supervisor	Ladan Lari