A New Era
For over two centuries, 4711 has defined the art of perfumery. To launch the vibrant Remix St. Tropez fragrance, we crafted a campaign that transcends eras. Blending a legendary heritage with a bold youthful spirit, we orchestrated everything from the cinematic concept to the ongoing media rollout across the Netherlands.
4711
Mäurer & Wirtz
FMCG
For this campaign, we personified the three main distinct fragrance lines from 4711, Original, Floral, and the vibrant Remix. We brought these three eras together in a visually striking costume drama, shot against the majestic, theatrical backdrop of the Internationaal Theatre Amsterdam.
The campaign is a collision of eras: a visual tribute to where the brand has been, and a bold statement about where it’s going. In addition to the main brand film, we created 8 various add on scenes that serve als prologue and epilogue to the narrative story, but also created product photography in the theatre setting to ensure a consistent overall visual style.
This beautiful campaign requires an equally beautiful distribution strategy. Therefore, we actively drive the media campaign across major social and online platforms in the Netherlands to boost both brand awareness and retail rotation. Instead of a single peak, we designed an always on media strategy that runs throughout the year. By pulsating the media pressure, we alternate our focus between the individual fragrance lines and their powerful synergy.
The result? A dynamic, year-round brand presence that honors a 200-year-old legacy while firmly planting the new 4711 Remix St. Tropez scent in the present. Classic heritage, fresh execution.
