11 months ago
Map of The Heart’s campaign for its unisex fragrance, White Heart v.7, directed and created by Jeffrey Darling, has beaten industry heavyweights Chanel, Tom Ford, Calvin Klein and Paco Rabanne to win Media Campaign of the Year – Women in the 2019 Fragrance Foundation UK awards.
To have been victorious in this kind of company is testament to the brilliant creative and direction by Darling, and the Velvet team. It was also a very sweet victory for Darling as Map of the Heart is the fine fragrance company he co-founded and launched with Sarah Blair in Florence in 2014. At the heart of their decision to start their own brand was the belief in the creative direction that Darling could bring to the brand as he has spent most of his career working in the luxury space for other clients. What this has taught him is that the best outcomes are when there is trust and synergy between, the client, the agency and the production team, and even a level of risk taking. Creating something for your own brand is of course the ultimate example of this.
Placed in a surreal world where two independent dreams of love collide. White objects cross the boundary and become the offering to the other’s dream. The concept was to create this naive, flirtatious atmospheric sense of love in a blinding white world intersected by a red line of passion.
Map of the Heart also won the award for Best Newcomer in the UK market.
Says Sarah: “That we won 2 awards, which is amazing for such a new brand, and that one is about the brand and the other about Jeff’s creativity and direction reinforced for us the synergy that we have between our film production company, Velvet, which creates all our marketing materials, and Map of the Heart which creates the collection of perfumes, was so intensely gratifying.”
Map of the Heart is sold exclusively in the UK at Harrods’ Salon de Parfums, throughout Europe, the Middle East, Russia, Hong Kong, South Africa, Australia and New Zealand.
Watch more of Jeffrey Darling’s work here.
Genres: People, Fashion & Beauty
Categories: Beauty & Health, Perfume and aftershaveVelvet, 11 months ago