I am Trash
Etat Libre d’Orange
Issue 49 | December 2018
Agency
Ogilvy Paris
Creative Team
Creative Directors: Juana O’Gorman et Beatrice Lassailly Copywriter: Jeremy Claud, Martha Murphy Artistic Director: France De-Saint-Steban, Victoria Job, Mathilde Champeaux, Juliette Duc Managing Director: Emmanuel Ferry Project Manager: Terry Fouchy
Production Team
Film Production: H&0 Director / Photographer: Inès Dieleman Producer: Barthélémy De Champsavin Production Director: Maxime Gallet Stage Manager: Jordan Santoul 1er Director Assistant / photo: Thierry Cron Head Operator: François Catonné 1er Assistant OPV: Raphaël Dougé Electronic Operator: Eric Baraillon Decorator: Alain Roussel Tamer: Manuel Senra Floral Stylist: Garance du Nord Gif Production: H&O Director / Photographer: Aurélie Hyson Post Production house: H&O and Reepost Post-Producer: Emmanuelle Bottelin-Lescoutre Editor: Quentin Lohr Color Grading: Emiliano Serantoni Graphic Artist: François Puget Music: Composer: Nicolas Schindler Music Supervision: Too Young Musi
Other Credits
ETAT LIBRE D’ORANGE Founder and Managing Director: Etienne de Swardt
Date
October 2018
Background
A few months ago, a teaser film gave rise to a bold initiative by Ogilvy in Paris and luxury French perfumer, Etat Libre d'Orange, to co-create a new perfume fragrance made from the exorbitant amount of waste that is left over from the industry's process of fabricating perfume. The two are pleased to announce that their first signature scent has launched : I am Trash, Les fleurs du Déchet.
Idea
To accompany the launch of the most wanted scent made from the unwanted, the Ogilvy creative team in Paris immersed themselves in their partner’s marketing archives to retrieve old, dated, used printed materials to create a fully new recycled outdoor and digital (Gif format) campaign. The result is a series of 6 original pieces that come to life on social networks: So what does I AM TRASH smell like? Daniela Andrier, who has created perfumes for Guerlain, Kenzo, Prada, Valentino, Yves Saint Laurent. . . explains : "I envisioned this scent as fertile land. My question was therefore: What could be reborn in this land? It is from this reflection that I had the idea to combine the materials from upcycling with notes of strawberry." Juana O’Gorman and Beatrice Lassailly, Creative Directors, furthered : The creative bias was radical from the beginning of our initiative. We wanted to prove that beauty can come from waste. The composition of the perfume gave a very delicate and refined result in opposition to the brutality of a name like I AM TRASH." Exclusively available now in Paris at Etat Libre d’Orange and Selfridges London.