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Rabanne X Warehouse Project

Rabanne Refresh

Brief

Rabanne partnered with OCD to make its 1 Million and 1 Million Black fragrances culturally relevant with Gen Z.OCD were engaged to create culturally credible, TikTok-native content that blends Rabanne’s ‘Life to the Max’ messaging with The Warehouse Project’s unique nightlife culture.

Strategy

We made 1 Million Black and 1 Million relevant to Gen Z by tapping into the energy, culture and shared experiences of WHP. Built around the insight that Gen Z never stops, we positioned the fragrances as scents that can keep up with their pace. To bring the idea to life, we partnered with creator Kyle to capture entertaining, relatable vox pops that put the audience at the heart of the story.We also created two more cinematic films celebrating WHP and Rabanne’s history and culture.

Results

+2000%

Over benchmarked engagements

25M

Tiktok campaign views

12%

Average engagement

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https://player.vimeo.com/progressive_redirect/playback/1239931575/rendition/1080p/file.mp4%20%281080p%29.mp4?loc=external&log_user=0&signature=99ef0d65047143add8cb42d77f54708031b0cb039c7a84aa4507035564d659d5 https://player.vimeo.com/progressive_redirect/playback/1239931574/rendition/1080p/file.mp4%20%281080p%29.mp4?loc=external&log_user=0&signature=67e3173cf020c3521929c00e52e6e0b7b22817c9e4103da0c4d9828b85ff2b5d