ROMANCE ON PERFUME STRIPS by Leo Burnett Iberia Madrid for JACOMO

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ROMANCE ON PERFUME STRIPS

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Industry Perfumes
Media Promo & PR, Case study
Market Portugal
Agency Leo Burnett Iberia Madrid
Executive Creative Director Renato Lopes
Art Director Luciana Cani
Released February 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: JACOMO
Product/Service: PERFUME
Agency: LEO BURNETT IBERIA
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, PORTUGAL
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Executive Creative Director: Renato Lopes (Leo Burnett Iberia)
Executive Creative Director/Copywriter: Erick Rosa (Leo Burnett Iberia)
Art Director: Luciana Cani (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Perfume Launching Kit - Brochure/Sampling - April 2009

Results and Effectiveness
Perfume and romance, they are almost synonymous. This idea materialised this with an execution that is unlike the norm. When you think of a perfume sample, you recall a strip of paper. But this time we were able to magnify the power of a perfume and stir people's imagination with it. A new medium to sell perfume. And one that is not only alternative but that is relevant to the audience and the product.

Creative Execution
We printed one of the most beloved romances in history in perfume paper. Romeo and Juliet was printed in the actual strips of paper used to sample perfumes. And each 'book' came with a Jacomo sample so that the person could spray it over each page of the book and read this classic with the most romantic scent.

Insights, Strategy & the Idea
How can we present the intangible- the emotions that are contained within each perfume? Dozens of perfumes are launched every year. They are all very similar in approach and try to reach the same target. We needed to cut through the clutter and convey Jacomo's essence in a different way that would make it stand out in the hands of our target.