Prada Paradoxe, the new fragrance created by L’Oréal Luxe under the direction of Miuccia Prada and Raf Simons, is a product that aspires to become iconic by combining the creativity of avant-garde fragrances with an eco-friendly packaging. An extremely important launch that needed to be championed by such a world-famous face as Emma Watson, the British actress and activist, the icon of that contemporary women’s empowerment that draws strength from the countless nuances of the female universe.
IGPDecaux could not be outdone so it took up the challenge and developed an Out of Home campaign that would retain that “paradoxical” vibe, that unexpected something that carries elegance and unparalleled prestige.
The days selected for the campaign to go on air are those of the Milan Fashion week, an event that sees thousands of people strolling through the streets of Milan’s city centre.
IGPDecaux Brand Solutions, aware of the high turnout in the most central metro stations, have designed a multi-asset concept for Piazza Cordusio that perfectly matches the elegance and modernity of the product, taking people from the cobbled streets to the metro platforms.
What is most remarkable about the Domination is that it displays the advertising messages since as early as the multipurpose building of the City Transport Company (ATM), a perfect example of using a piece of street furniture that perfectly combines functionality with a modern aesthetics. Right behind the building, a double Digital Shelter visually blocks the passers-by’s view and puts it in a visual frame: the advertising message makes room for the interactivity of a QR code that, reshaped in triangular forms, the icon of the fragrance’s packaging, instantly calls to mind an interactive experience, specially created by Prada Beauty.
The muted, elegant tones of the fragrance are reflected in the Full-Wrap Step that takes the passengers to the platforms, where the British actress’s face, photographed by Harley Weir, meets the eyes of the passers-by. So, the flood of visitors expected to flock in for the Fashion Week will just have to dip into a wide and multifaceted Domination that will make them visually experience an iconic and feminine fragrance.
The Prada Paradoxe campaign has been created by IGPDecaux Brand Solutions in partnership with Wavemaker.
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