Vive LExpression campaign celebrates self-expression for the launch of the Iconique 001 Intense fragrance
Oui Paris launches Vive LExpression campaign, translated into Portuguese Viva a Expresso, starring actor Jesuta Barbosa, for the launch of Eau de Parfum Iconique 001 Intense, an even more intense reinterpretation of Iconique 001, the brand’s best seller.
The world is experiencing a moment of reconnection with well-being, and the idea of living in a more hedonistic way has translated into a more conscious search for self-expression. For men, this is evident in the new context of masculinity, in which we see them increasingly encouraged to explore their emotions and ways of expressing themselves. The campaign highlights Iconique 001 Intense as a call to an encounter with the night, the most propitious moment to leave the chains aside and give vent to our expressions in a free and authentic way.
Oui Paris wants to create dialogue and encourage men to trust the power of their expression as the key to experiencing authentic and free feelings, says Raquel Abdala, senior branding manager for OUi Paris.
The campaign’s fashion film, signed by the OUT OF OFFICE agency, translates the concept into life. Actor Jesuta Barbosa, known for roles on TV, most recently in the soap opera Pantanal, sprays Iconique 001 Intense, starting a journey of free expression of his essence, moving irreverently and being guided by the golden lights of the city towards to the unforgettable moments that await you.
The campaign will run on the brand’s social networks, in a special project in ELLE magazine, developed by the brand’s PR agency, PROS, and starring Jesuta Barbosa.
The new codes of masculinity are redefining the way men relate to themselves and to life. In this campaign, we seek to create a true connection channel for men with their most authentic expression, and the fragrance, here, has the essential role of instigating this behavior as a powerful way of experiencing unique moments, explains the Out Of Office agency.
