Prestige Brands Australia has launched an attention-grabbing awareness campaign to unveil the latest fragrance by superstar Billie Eilish – illuminating a multi-storey mural with a lightshow simulating a storm.
With the lightshow idea together with media planning and buying by Spark Foundry, the campaign aims to create desirability and brand credibility among the target audience of Generation Z.
To do this, a hand-painted mural was commissioned from experiential marketing company Habitat Media to showcase the creative campaign.
This artwork, located in Sydney’s Inner West suburb of Redfern, has then been brought to life with an after-dark light projection emulating a rainstorm.
The fragrance campaign also includes tactical placement of premium street posters and dominations across Sydney and Melbourne’s youth hubs, within proximity to exclusive retailer Priceline.
Prestige Brands Australia’s director of business and marketing, Jessica Charlesworth, said people can step into a world where art and fragrance intertwine at the Billie Eilish No. 2 fragrance launch mural activation.
"Join us in Redfern, where a captivating hand-painted mural will unveil Billie's essence. As the sun sets, the mural will be illuminated, accompanied by a sampling activation to indulge your senses in the fragrance," she said.
"Thanks to the creative minds at Spark, this event promises an inspiring sensory experience celebrating the spirit and the artistry of Billie Eilish."
Spark Foundry general manager, Peter Roins, said the team, in collaboration with Prestige Brands, have created an original and standout fragrance campaign that ticks all the boxes and one that will no doubt prove to be a success.
"We feel privileged to be able to partner with such a progressive and open client to collectively push the envelope on innovation in an otherwise traditional category," said Roins.
The Billie Eilish No. 2 fragrance mural lightshow was held on July 27 and will be shown again this Saturday, 12 August.
View a film of the lightshow projection here.
Credits:
Client: Prestige Brands Australia
Jacqui Vargha – General Manager
Jessica Charlesworth – Business & Marketing Director
Andrea Rennie – Senior Brand Manager
Krissy Wong – Marketing Coordinator
Media: Spark Foundry
Nora Nasser – Client Director
Bec Cooke – Senior Planning and Activations Executive
Rhys Taylor – Client Coordinator
Mural and Light Activation: Habitat Media
Outdoor Partners:
Revolution 360
Editorial & Digital Partners:
Vogue Australia
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