Givenchy's 2018 advertising campaign, centered primarily around the launch of their new fragrance, L'Interdit, represents a significant moment in the brand's history. This campaign, far from being a simple product placement, was a carefully crafted narrative designed to resonate with a contemporary audience while staying true to Givenchy's legacy of elegance and sophistication. Analyzing the 2018 publicity surrounding L'Interdit reveals a multi-faceted approach utilizing various media platforms and creative strategies to achieve maximum impact and brand recall. This article will delve deep into the specifics of this campaign, examining its visuals, messaging, celebrity endorsements, and overall effectiveness in shaping public perception of both the perfume and the Givenchy brand itself.
Perfume L’Interdit de Givenchy Paris: A Rebellious Reimagining
The 2018 campaign for L'Interdit wasn't just a launch; it was a reintroduction. The original L'Interdit, created in 1957, held a unique place in Givenchy's history, initially a fragrance exclusively for Audrey Hepburn. This new iteration, however, aimed to appeal to a modern woman, one who embodies both strength and vulnerability, defiance and grace. The perfume itself, a floral chypre with notes of orange blossom, pear, and vetiver, reflects this duality. The campaign's visuals and messaging were carefully constructed to mirror this complex character.
The advertising spot, "Perfume L'Interdit de Givenchy Paris - Anuncio Completo Spot 2018," which serves as the central piece of the campaign, showcases this duality masterfully. The video, featuring the then-ambassador, Rooney Mara, doesn't shy away from portraying a range of emotions. Mara, known for her intense and often unconventional roles, perfectly embodies the spirit of the fragrance. We see her not as a flawless, unattainable beauty, but as a woman with depth, complexity, and a rebellious streak. She's powerful yet vulnerable, confident yet introspective. This portrayal directly challenges traditional perfume advertising that often relies on idealized, unattainable images of femininity.
The visuals are striking, utilizing a stark contrast between light and shadow, reflecting the duality at the heart of the fragrance. The cinematography is both elegant and edgy, mirroring the perfume's sophisticated yet rebellious nature. The color palette is carefully chosen, emphasizing deep blacks and contrasting whites, punctuated by bursts of vibrant color to represent the fragrance's floral notes. The overall aesthetic is dark, moody, and intensely captivating, a stark departure from the lighter, more pastel-toned campaigns that often dominate the perfume industry.
Givenchy: Reinforcing Heritage, Embracing Modernity
The 2018 L'Interdit campaign wasn't just about selling a perfume; it was about reinforcing Givenchy's brand identity in the contemporary market. The brand, known for its sophisticated haute couture and elegant ready-to-wear collections, cleverly leveraged its heritage while simultaneously projecting a forward-looking image. The choice of Rooney Mara as the face of the campaign was a strategic move, aligning the brand with a new generation of empowered women who appreciate both classic elegance and modern rebellion.
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