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Diesel re-anoints the valiant with Only The Brave Wild |
L’Oréal Travel Retail has introduced a new masculine fragrance from the house of Diesel, called Only The Brave Wild. As the name suggests, the scent mirrors the growing trend for “rewilding” – described as the challenge to see beyond the domestication of the world, and our domesticated response to it.
Only The Brave Wild aims to appeal to men who are at home in the city, but equally in tune with their wild side. The juice, composed by Antoine and Shyamala Maisondieu, in partnership with Michel Girard, is described as a “jungle fougère”. Grapefruit and citronella top notes are enhanced with black pepper, nutmeg and a geranium accord. Other key ingredients include lavender, coconut, cedar wood and vetiver.
The fragrance flacon is a reworked version of the signature Diesel Only The Brave clenched fist, this time coloured a khaki frosted green, with the logo picked out in white. The outer carton features a unique camouflage pattern, highlighted with two yellow lines.
The fragrance face is model Willy Cartier, who is depicted free-running barefoot through “junglified” urban landscapes in the ad campaign. The TV version was directed by film-maker Edouard Salier, who describes the result as a collaboration between reality and imagination.
“We created a 3D digital camera move that matched the real camera following Willy Cartier in his run through the urban landscape,” Salier explained. “15 of us worked for more than 700 hours on post-production. We painted each of the scenes to add layers and depth before sculpting each building in shot. The final stage is to create the Wild mood through lighting, using computer-generated imagery. That is how we made the film look so individual, iconic and most importantly – wild.”
The print campaign features the full Only The Brave trilogy: the original scent, Only The Brave Tattoo and Only The Brave Wild.
To promote the fragrance, Diesel has launched a viral movement to create the first ever global scream on YouTube (#WILDSCREAM). By visiting the dedicated platform www.wildscream.com and the Diesel YouTube channel, consumers are invited to release their wild side and scream. The screams will be joined together to become one, creating a unique incremental YouTube video. Progressively, the chain will grow with the intention of becoming the longest and wildest scream chain in the world.
