Yves Saint Laurent Falls in Love with Paris for Mon Paris Fragrance

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BETC Etoile Rouge and General Pop delivers the 'Mon Paris Je T'Aime' campaign for Yves Saint Laurent beauty
Yves Saint Laurent Falls in Love with Paris for Mon Paris Fragrance

The campaign marks a new chapter in the unique love story that unites Yves Saint Laurent with Paris. Here, Yves Saint Laurent Beauty makes its most intense declaration of love for Paris yet, with rare, close-up shots of the iconic Eiffel Tower. Mon Paris je t’aime is an ode to the vertigo of love; a theme that has always been dear to the fashion designer Yves Saint Laurent who launched his perfume Paris in 1984.

The kind of crazy and liberating love that can only exist in Paris here told through the legendary French song La Bohème by Charles Aznavour, remixed specially for this campaign. A long 3:16min version of the song will be available for steaming and downloading.

The film stars models Grace Hartzel and Matthew Bell.

To bring the campaign to life, BETC ETOILE ROUGE and GENERAL POP called upon director Ricky Saiz, represented by ICONOCLAST. Known as co-designer of the Supreme brand, he notably directed the clip Apeshit by Beyoncé and Jay-z, shot at the Louvre museum in Paris. For the print campaign, Grace Hartzel was photographed by Angelo Pennetta.

“This opus of Mon Paris anchors the brand even more strongly in its cultural heritage by paying tribute to the city that saw the birth of Yves Saint Laurent. Storytelling and creative execution portray a Paris that is both iconic and modern. In this new campaign, we continue to build the cultural footprint of Yves Saint Laurent Beauty and place it in this era.” Brune Buonomano, president of BETC ETOILE ROUGE.

The campaign will be broadcast worldwide on TV, posters, social media and point of sale from 20/02/2020.

#MONPARISJETAIME

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BRAND: YVES SAINT LAURENT BEAUTÉ


AGENCY: BETC ETOILE ROUGE

SOUND COMPANY: GUM – Green United Music

BRAND MANAGEMENT

International General Manager: Stephen Bezy

VP Global Communications and Image: David Iop

International Marketing Director Fragrances: Juliette Ferret

International Communications Director Fragrances: Bérengère Drevon-Balas

International Axis Director: Maxime Scheyen

International Axis Director: Mirna Helou

International Product Manager: Rui Moreira



AGENCY MANAGEMENT

President: Brune Buonomano

Associate Director: Clément Roumegous

Account Manager: Fanny Fragu

Account Executive: Leslie Nataf

STRATEGIC PLANNING

Head of Strategic Planning: Fabien Le Roux

EXECUTIVE CREATIVE DIRECTOR

Executive Creative Director: Jasmine Loignon

Executive Creative Director: Florence Bellisson

CREATIVE TEAM

Creative Director: Marie Baillot

Creative head of digital and social content: Imane Taouati

Copywriter: Jeremy Claud

Artistic Director: Camille Gueguen, Hugo Matringe

TRAFIC: Letizia Felici

PRODUCTION

CEO of General Pop – Vice President of BETC: Fabrice Brovelli


MUSIC

Music Creative Director General Pop: Christophe Caurret


POST-PRODUCTION

Video post-producer: Anne-Sohpie Touveron

Print post-producer: Capucine Lhermitte

TVC DIRECTOR: Ricky Saiz

PRODUCTION COMPANY: Iconoclast

SOUNDTRACK: La Bohème Charles Aznavour (Stelios Remix) (KCPK) extended version)

PHOTOGRAPHER: Angelo Pennetta

PRODUCTION COMPANY: Art Partner


Categories: Beauty & Health, Perfume and aftershave

BETC Paris, 3 months ago