World acclaimed fashion designer, Yohji Yamamoto, was launching two fragrances across the world: Homme for males and Senses for females. The brand needed to create awareness and desire globally whilst creating a super premium brand world that was unique from, yet fitted with the ethos, of the fashion parent brand.
Exposure created an intriguing and sensorial TVC for each fragrance. A sense of journey was central to the narrative, as was the theme of nature. The films took cues from fashion photography rather than traditional perfume ads and as a result gained great stand out in the multiple markets where they aired.
The ads had a huge impact driving awareness, desire and, crucially, sales. The two scents became the biggest selling perfumes in Russia in the period when the TVCs were aired.