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Neymar Channels the 'Spirit of the Brave' for Diesel Fragrances

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Buzzman launches the new fragrance campaign, produced by La\Pac

Neymar Channels the 'Spirit of the Brave' for Diesel Fragrances

Diesel Fragrances and Neymar Jr. give us their definition of bravery for the launch of a new fragrance, 'Spirit of the Brave.' Spread in North-America, South-America and Europe, the campaign, created by Buzzman, was launched on May 19th.

Within just 10 years, football player Neymar has become a star. Exposed to millions of fans, journalists and opponents, each of his gestures is photographed, shared and scrutinised, every word he utters gets analysed and tweeted.

So what exactly is being brave when you are Neymar, one of the biggest stars in the world?

The film intends to define what sticks most to Neymar’s skin: his tattoos. He has more than 70, each illustrating an important event of his life. Neymar’s tattoos not only tell his story, they reveal his personality. They come to life under the direction of multi-awarded Canadian director and photographer Mark Zibert, to illustrate the definition of bravery: never take yourself too seriously, never stop playing even in front of your greatest fears.

Shaped as a fist, the fragrance bottle was co-created by Neymar, displaying the lion he wears on his own hand - a symbol of self-confidence and bravery.

This campaign, supported by a display coverage also photographed by Mark Zibert and produced by La\Pac, will be deployed in several countries as of May 19th including France, Italy, the United Kingdom, Germany, the US and of course Brazil. @neymarjr and @dieselfragrances are its first media, orchestrating reveals and conversation with their fans, as well as future fans of the fragrance.

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Client

Advertiser: Diesel Fragrances

CEO: Guillaume de Lesquen

Brand Director: Anne Machet

Group Marketing Manager: Anne-Laure Ardisson (International)

Project Manager: Clémentine Petrucci (International Marketing), Bastien Kolb (International Digital), Alexis Varangot (International Communications)

Communications Director: Manon Ergin (International)

International Digital Director: Virginie Brossard

Digital Manager: Margaux Nardini (International)

Sound

Sound Company: Schmooze

Other

Consulting Office: Titem Mouici for Kind Paris

Creative Agency

Creative Agency: Buzzman

Executive Creative Director: Georges Mohammed-Chérif

Art Director: Mickaël Krikorian and Victor Sidoroff, Rick Andersen (Assistant) and Steven Daout (Assistant), Gianni Leotta (Event) and Romuald Mevaere (Event)

Copywriter: Mickaël Krikorian and Victor Sidoroff

Producer: Assya Mediouni, May Pham

President: Georges Mohammed-Chérif

Vice President: Thomas Granger

Managing Director: Julien Levilain

Account Manager: Clémence Gateau

Account Executive: Tanguy Hercouët

Head of Strategic Planning: Clément Scherrer

Strategic Planning: Edouard N’Diaye

Head of PR: Amélie Juillet (PR and Communication)

PR Manager: Paul Renaudineau (PR and Communication)

Rights Management: Dee Perryman