5 months ago
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.
BRAND: YVES SAINT LAURENT BEAUTÉ
AGENCY: BETC ETOILE ROUGE
SOUND COMPANY: GUM – Green United Music
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
President: Brune Buonomano
Associate Director: Clément Roumegous
Account Manager: Fanny Fragu
Account Executive: Leslie Nataf
Head of Strategic Planning: Fabien Le Roux
Executive Creative Director: Jasmine Loignon
Executive Creative Director: Florence Bellisson
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
CEO of General Pop – Vice President of BETC: Fabrice Brovelli
Music Creative Director General Pop: Christophe Caurret
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 aftershaveBETC Paris, 5 months ago