Ogilvy Paris and French perfumer Etat Libre d'Orange have turned an overused idiom - 'out with the old, in with the new,' on its head.
Inspired by the question: "How can we recycle waste that left over from the perfume industry's process of fabricating perfume?", the campaign has seen the creation of the first luxury perfume made from waste.
The first signature scent from the two collaborators is 'I am Trash, Les fleurs du Déchet'.
Emmanuel Ferry, general manager at Ogilvy Paris, branding and advertising, and Etienne De Swardt, founder and chief executive officer at Etat Libre d’Orange said: "Trash is normally not regarded as beautiful but with 'I am Trash, Les fleurs du Déchêt,' beauty is found in waste. Taking the old and reinventing it to be new again. In a different form. A thing of beauty."
Brand : Etat Libre d’Orange
Founder and managing director : Etienne de Swardt
Agency : Ogilvy Paris
Creative directors : Juana O Gorman et Beatrice Lassailly
Copywriter : Jeremy Claud
Artistic director : France De-Saint-Steban
General director : Emmanuel Ferry
Project manager : Terry Fouchy
Production : H&0
Director / Photographer : Inès Dieleman
Producer : Barthélémy De Champsavin
Production director : Maxime Gallet
Stage manager : Jordan Santoul
1er director assistant / photo : Thierry Cron
Head operator : François Catonné
1er assistant OPV : Raphaël Dougé
Electronic operator : Eric Baraillon
Decorator : Alain Roussel
Tamer : Manuel Senra
Floral stylist: Garance du Nord
Post Production house: H&O and Reepost
Post-producer: Emmanuelle Bottelin-Lescoutre
Editor : Quentin Lohr
Color grading : Emiliano Serantoni
Graphic artist : François Puget
Composer: Nicolas Schindler
Music supervision: Too Young Music