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ARMANI

Armani introduces Acqua Di Giò Absolu Instinct, a new fragrance that celebrates conscious masculinity and a deep connection with nature. This innovative campaign is centered around an integrated approach, including a film that aims to enhance the desirability of the limited edition. Engaging consumers through an artistic, interactive digital experience and capturing essential data for the brand, the campaign blends visual storytelling with interactive elements seamlessly.

Creative approach.

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The campaign centers around a visually captivating film featuring a man sculpting a wooden totem in a mysterious, nocturnal atmosphere, embodying the raw strength and sensuality of nature, core themes of the new Acqua Di Giò Absolu fragrance.

The protagonist, a dancer, adds an additional layer of intensity and expression through his choreography, physically interacting with the wood in an almost carnal embrace.

This interaction not only highlights the primal and instinctive character of the fragrance but is also accentuated by powerful percussion music, enhancing the emotional and visual impact of the film.

Digital activation.

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Under the hashtag #Leaveyourmark, this innovative digital campaign invited participants to connect via Facebook Connect to create their own unique generative artwork, reflecting their personal digital imprint. Some of these creations were carved into solid wood for display in Armani hotels but were also engraved onto the fragrance bottles at retail points.

This fusion of art and personalization offered consumers a unique experience, transforming each purchase into an exclusive piece of art, while enriching customer engagement and data collection for Armani.

Results.

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The activation generated considerable online engagement, with a notable increase in interactions on social media. The unique concept of generative artwork sparked significant interest, enhancing the perception of exclusivity and innovation of the brand. Participants were also eligible for a draw, with the grand prize being an exhibition of their artwork at the Armani Hotel in Milan, which increased visibility and buzz around the campaign. Sales of the limited edition Acqua Di Giò Instinct also saw a significant increase, attesting to the campaign's success at all levels.

Crédits.

Performer Gaël Alamargot  I  Director Sébastien Spitz  I  Composer Thibault Csukonyi
Creative & Art Director Donat-Nicolas Casanova  I  Art Director Mehdi Lakhdar  I  For Wunderman Thomson.

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