Transgression, subversion, hybridity, and transformation..., four words that best describe the new fragrance from Maison Margiela. An olfactory creation symbolizing a new form of self-expression that the French luxury fashion house wanted to promote in the streets of Paris.
Urban Act opted for LED Trucks equipped with XXL screens as the primary advertising medium to reveal the video spot of the latest Margiela fragrance: My Mutiny.
The operation, which lasted 3 days, was deployed in the trendiest areas of Paris, including the Champs Elysées, the Palais de Tokyo, Saint Germain, Alma-Marceau, Rue Saint Honoré, Opera, and Madeleine.
In parallel, a Wild Posting operation allowed the Parisians to discover the 5 muses of the perfume: Willow Smith, Hanne Gaby Odiele, Princess Nokia, Sasha Lane, Teddy Quinlivan.
The LED Trucks proved to be the right urban support to uphold the transgressive and rebellious nature of the campaign's visuals.
Finally, Maison Margiela marked its presence at the Tax Free World Association Show in Cannes with a Clean Tag which took the form of the #MyMutiny hashtag.
A very specific profession, strong customer expectations and local know-how that is not always mastered
or up to the stakes, have prompted advertisers to seek Urban Act and its expertise beyond its borders.