NATURE GETS JEALOUS
THIÊN NHIÊN GHEN TỊ
BACKGROUND
Luxury fragrance advertising often relies on celebrity imagery and self-assured declarations of beauty, seduction and prestige. For a house like Dior, repeating the same familiar formula makes it harder to
stand apart. Dior needed a way to assert its superiority without having to say it itself.
INSIGHT
In fragrance, nature is the original benchmark. If even nature becomes jealous of a scent,
no further claim of superiority is needed.
IDEA
Make nature itself jealous of Dior, then let that jealousy speak through each market’s own literary voice.
NATURE GETS JEALOUS
THIÊN NHIÊN GHEN TỊ
BACKGROUND
Luxury fragrance advertising often relies on celebrity imagery
and self-assured declarations of beauty, seduction and prestige.
For a house like Dior, repeating the same familiar formula
makes it harder to stand apart. Dior needed a way to assert
its superiority without having to say it itself.
INSIGHT
In fragrance, nature is the original benchmark.
If even nature becomes jealous of a scent,
no further claim of superiority is needed.
IDEA
Make nature itself jealous of Dior, then let that jealousy
speak through each market’s own literary voice.
Credits
Conceptual Creative / Copywriter / Art Direction:
Vu Sinh Quyen BM
Personal Project | Tools: Generative AI, Photoshop
Credits
Conceptual Creative / Copywriter / Art Direction:
Vu Sinh Quyen BM
Personal Project | Tools: Generative AI, Photoshop