Now for a little work(ish) post.
Kenzo. Do you (I/we) care about the fashion label’s latest perfume? Not in the least.
Spike Jonze. Do you (I/we) care about the brilliant director’s latest film? Yep. Indeedy I do.
It just so happens that we launch a lot of fragrances at work. It’s part of my job to come up with a campaign idea, a way to launch and activate the campaign, how to get people talking about the fragrance, interested in trying it and, ultimately, buying it.
There are always challenges with these projects: budgets, timing, committees of people weighing in, you name it. Which could be why many perfume launches are underwhelming. But this one, this is a masterpiece: