06.11.09 | 12:02 pm
Sub Rosa has officially completed the first phase of what has been an exciting campaign with L’Oréal for Diesel Fragrance’s Only The Brave. The campaign set out to explore bravery through the lens of the creative community. With live performances from recording artist Common to gallery installations featuring artists from over 20 countries contributing original artwork made exclusively for Diesel, to quite possibly one of the strangest videos we’ve ever produced, the campaign has recognized a great deal of success. Standing tall on the fragrance sales charts, the Only The Brave campaign has proven that it takes the right amount of heart, mind, and nerve to be brave.
View the full project
05.30.09 | 12:30 am
Sub Rosa was engaged by L’Oréal to launch Diesel’s newest fragrance, Only The Brave. It was the opportunity for the brand to engage with creative consumers to elicit intrigue and participate in an authentic way with influential consumers. Targeting artists in key communities to create original artwork under the theme of bravery became the launching point for what grew into a highly successful campaign. Through a collaboration with our friends at the Keystone Design Union we were able to create over 75 original pieces of art from 30 artists in over 20 countries (including a massive typographic sculpture of the word “brave” by artist Bob Partington). The pieces were unveiled in a gallery show here in NY during April and then traveled to Miami for another showing at the famed Moore Building in the design district.
The digital aspect of this campaign was as exciting as the gallery work. The site housed campaign content, including a triptych video produced in tandem with LEGS (of Pete the Meat Puppet fame) to look at the aspects of Bravery through the lenses of Heart, Mind and Nerve (the attributes that can comprise bravery). The fragrance received visibility and awareness through events and media in [,,,,,,]
05.19.09 | 1:06 pm
Tommy Hilfiger, DKNY, Sean John
Estée Lauder has commissioned Sub Rosa to develop campaigns for a variety of their fragrance lines. Instead of going into great detail on each one, we can sum up the work collectively in this post with some basic information. The agency developed the entire digital style guide for each brand that then informed the site creative, technology, and viral awareness initiatives. These sites were integrated with Estée’s global technology teams to be disseminated around the world and give the respective brands a global digital presence (while making the world smell that much better).
05.11.09 | 3:15 pm
Sub Rosa was retained by Axe’s agency BBH to create a custom, limited edition publication to be used as part of a limited edition fragrance called Black Book. The 80 page “Axe Black Book” includes a tongue-in-cheek guide on how to get the girl; bolstered by celebrity quotes and illustrations. The “research” aspect of this project was certainly fun.
05.09.09 | 2:53 pm
This was a great project from back in our early days. Davidoff’s fragrance Cool Water found itself in a position where they had two distinct consumers: one being in their late teens and the other in their late twenties/early thirties. Cool Water at the time already had a sponsorship in place with famous surfer Laird Hamilton as the ‘Cool Water Man’. They needed an idea that would appeal to both consumer groups and integrate Laird. We went back to the office and remembered those rad surfing games from the early days of video games. We set out to build a throwback online surfing game the like of T & C Surf Designs. Perfect fit!
We made the game and over the course of the campaign we tracked high scores, ultimately awarding the winner with a trip to Hawaii to learn how to surf from Laird. In order to keep some of the more casual gamers interested, we also integrated an instant win component into the site to encourage frequent site visits and enhance the viral nature of the campaign. Gnarly.