DIRECTOR'S CUT MIX
Brand: Yves Saint Laurent / Y
Ad Agency: BETC Luxe
Creative Director: Guillaume Rebbot
Creatives: Fanny Buratto, Maud Lepetit
Art Director: Julie Richard
Director: Manu Cossu
Production Company: Iconoclast
Music Track: The Isle of Arran (Loyle Carner)
Date : Mailed the 29 August 2017
Expiration date : 23 September 2017
Synopsis:
For the first time in a while, Yves Saint Laurent is launching a fragrance.
A new fragrance called Y.
Y is a male fragrance made for the Generation Y.
The product is being introduced with a powerful commercial created by BETC Luxe.
And rather than using a model as spokesperson for the campaign, a trio of three young men has been selected to act as ambassadors of the fragrance.
A recording artist, a sculptor and a researcher are featured in the half a minute long film shot by Manu Cossu (Iconoclast) with a voice-over explaining the meaning of the Y:
Yves Saint Laurent presents WHY.
It makes everything possible.
Why follow old paths when I can create new ones?
Why have dreams if I can’t fulfill them?
Why is not a weakness. It’s a strength.
Why can break down walls.
Why can build new worlds.
And the more I ask why, the more I dare to become.
EVERYTHING STARTS WITH A WHY.