Yves Saint Laurent is launching a new male fragrance, Y, dedicated to millennials, and is promoting it with a campaign created by BETC Luxe and BETC Pop.
‘Everything starts with a why’ and this new fragrance is characterized by its bold and provoking name: Y. This name pays homage, of course, to creator Yves Saint Laurent, but also references the Generation Y. Members of the generation Y strive for freedom and feel a responsibility to accomplish something bigger than themselves. A generation of people that are spontaneous, creative and possess an entrepreneur mind. To them, the Why is seen as a starting point, a first step into a creative process.
The campaign builds on this spirit. Young creators are portrayed in the middle of their own creative process: from the inspiration phase to the collaboration part through hard work that leads to success and self-accomplishment. Y is the fragrance of those who do and are not afraid to work hard for their success.
https://youtu.be/NMSfW3SxKlk
The campaign is brought to life by Manu Cossu, a French director, represented by edgy production company Iconoclast, and the print campaign was shot by photographer Matt Lambert.
CREDITS
Brand: Yves Saint Laurent
Ad Agency: BETC Luxe
Creative Director: Guillaume Rebbot
Creatives: Fanny Buratto, Maud Lepetit
Art Director: Julie Richard
Director: Manu Cossu
Production Company: Iconoclast
Music Track: The Isle of Arran (Loyle Carner)
