Creating a fragrance for the other senses
Client: Coty
Project: Campaign experience
Services: Art direction, graphic design
Partners: Teyosh
Project: Campaign experience
Services: Art direction, graphic design
Partners: Teyosh
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Coty, a global manufacturer of beauty products, regularly faces the difficulties of communicating and explaining a ‘single sense product’. How to, for example, learn about a perfume without using your nose. In the light of this problem, Coty challenged Sinc to ‘help in preparing the training of its sales personnel’ when launching its new Burberry Her fragrance.
To forge a deep connection with this single sense product, we decided to ignore the boundaries of reality and steer into a virtual one. In cooperation with our creative partners at Teyosh, we created a Burberry-infused world, blending the physical with the digital and transforming the fragrance into an experience. This way we gave Coty sales personnel the opportunity to feel what it’s like to walk the streets of London and truly get acquainted with the richness of both the brand and the product.
In this Burberry-infused world, common London trademarks such as the tube, red buses and phone boxes are combined with the brand essentials of Burberry such as the pattern, the monogram and the logo. The siren call of Cara Delevingne’s enticing voice invites the viewers to explore and follow the pink wrapping ribbon, not only setting London in motion, but also providing the Coty sales personnel with the tools to communicate Burberry Her in the exact right way.
Read more on our Medium article
