The new fragrance Perfect Marc Jacobs is playful and distinctive, celebrating diversity and self-love. Marc Jacobs International and Marc Jacobs Fragrances, part of Coty Inc. [NYSE: Coty], wanted to bring to life the concept and visuals of the campaign through high impact, premium outdoor formats, bringing joy to the streets of the UK
The campaign combines high impact outdoor sites with experiential activity at Westfield London and a showcase on the iconic Piccadilly Lights.
It's a colourful collage of portraits and vignettes, with cast members proclaiming, “I am perfect as I am.”
Shot by world-renowned fashion photographer Juergen Teller, with creative direction by Katie Grand, the campaign features an inclusive cast of 42 individuals including models Lila Moss, Alek Wek, Akon Changkou, Mei Kawajiri and twins Margo and Madelyn Whitley as well as talent hand-picked through an open social media casting call. To honour the Perfect values of self-expression, the cast was invited to select and style their own wardrobe using a mix of Marc Jacobs collection pieces and curated vintage finds.
The Westfield London aspect of the campaign combines Eat Street’s super large impact banners with a domination of the Eat Street screen, using the screen’s sound shower to create a fully immersive experience and the experiential area for sampling, celebrating the belief that we’re all perfect as we are.
The two week campaign extends across the UK with content also appearing on Ocean’s large format screens in Birmingham, Manchester and Newcastle. The Piccadilly slot was booked directly through Ocean with the Westfield activity booked via Zenith and Meridian.
Photography: Juergen Teller
Creative direction and styling: Katie Grand
Media planning: Ocean Outdoor, Meridian, Zenith