Dix Sept Paris | Communication Agency for Luxury Brands

Digital Activation
BOSS The Scent – Le Parfum

#ThePowerOfAttraction

THE BRIEF:

BOSS Parfums (Coty) selected the agency Dix Sept Paris after a competitive process for its digital activation. The agency was chosen for the digital and PR launch of its new intense fragrance: BOSS The Scent Le Parfum.

Dix Sept Paris developed the creative digital concept around the hashtag #ThePowerOfAttraction. The agency also handled the digital storytelling, content strategy, and digital and press brand content for this international campaign.

The campaign highlights the two talents of the BOSS brand: Jacob Elordi and Laura Harrier.

The insight behind the digital activation:

In a world where encounters are driven by data and calculated to maximize the chances of successful matches, where we strive to explain and rationalize every choice, every feeling, and every desire, we often forget how powerful our bodies and senses are, and how they dominate our interactions with others.

Our attractions often remain mysterious, strange even to ourselves, and hard to explain. Sight, smell, and touch combine to take control over us.

It just happens. It is irrepressible, unstoppable—like a law of physics and chemistry that draws two bodies together like magnets, governed by forces and movements that cannot be predicted.

This is the power of attraction.