BETC Luxe is Yves Saint Laurent Beauté’s global agency for all its fragrances. Together with General POP, they are launching their first...
BETC Luxe is Yves Saint Laurent Beauté’s global agency for all its fragrances.
Together with General POP, they are launching their first ever film for the iconicperfume Mon Paris.
It this new chapter, which reinterprets the vertigo of love at first sight, theFrench capital plays the role of the third lover of a passionate couple, playedby Crista Corber and Jérémie Laheurte. The fervent lovers invite us to aniconic Paris, an intense journey from the legendary club Bains Douches, thePlace des Victoires, through the grandiose luxury of a Haussmann apartment, toa breathtaking ending on the top of the Arc de Triomphe.
AfterKahlil Joseph, Collin Tilley, the BRTHRS or Emily Kai Boch, the agency thistime turned to the talented Ricky Saiz to bring the campaign to life. Mainlyknown as co-designer of the Supreme brand, he made Beyoncé’s"Yoncé"-video and also collaborated with Hanni El Khatib, the rapperCam'ron as well as Garage Magazine.
L’Amour etla Violencesoundtrack by Sebastien Tellier, sets the atmosphere to this love story.
“We havealways strived to push the envelope in our collaborations with Yves SaintLaurent Beauté, developing an exciting creative and strong global territory forfragrances. As we progress with every new piece of communication, we aim tobring more edginess and trying to re-define the luxury wheel, just aswith Mon Paris. For this new campaign, we wanted to dial up authenticityin the look and feel of the new copy. As Paris is at the core of the story, itwas super important to select a director capable of bringing a fresh eye onthis iconic city. This is why we choose Ricky Saiz, for his unique vision ofParis and of the story. It gave it a real spin, shooting rawer emotions,capturing the streets in a cool way, sharing great vibes. Altogether with theperfect soundtrack of Sébastien Tellier to make this even more emotional andepic” comments Jasmine Loignon, Executive creative director of BETC Luxe.
CristaCorber and Jérémie Laheurte were immortalized on top of the Arc de Triomphe, byNew York photographer Billy Kidd for the print campaign.
Thecampaign is broadcast on TV, billboard, press, social media and points of sale.