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Creative

BETC Luxe Follows Two Lovers Around Paris for YSL's Mon Paris Brand

Produced in partnership with General Pop, the spot was directed by Ricky Saiz

BETC Luxe Follows Two Lovers Around Paris for YSL's Mon Paris Brand

BETCLuxe is Yves Saint Laurent Beauté’s global agency for all its fragrances.

Together with General POP, they are launching their first ever film for the iconic perfume Mon Paris.

It's this new chapter, which reinterprets the vertigo of love at first sight, the French capital plays the role of the third lover of a passionate couple, played by Crista Corber and Jérémie Laheurte.

The fervent lovers invite us to an iconic Paris, an intense journey from the legendary club Bains Douches, the Place des Victoires, through the grandiose luxury of a Haussmann apartment, to a breathtaking ending on the top of the Arc de Triomphe.


After Kahlil Joseph, Collin Tilley, the brothers of Emily Kai Boch, the agency this time turned to the talented Ricky Saiz to bring the campaign to life. Mainly known as co-designer of the Supreme brand, he made Beyoncé’s "Yonce" video and also collaborated with Hanni El Khatib, the rapper Cam'ron  as well as Garage Magazine.

L’Amour etla Violence soundtrack by Sebastien Tellier, sets the atmosphere to this love story.

 “We have always strived to push the envelope in our collaborations with Yves SaintLaurent Beauté, developing an exciting creative and strong global territory for fragrances. As we progress with every new piece of communication, we aim to bring more edginess and trying to re-define the luxury wheel, just as with Mon Paris. For this new campaign, we wanted to dial up authenticity in the look and feel of the new copy. As Paris is at the core of the story, it was super important to select a director capable of bringing a fresh eye on this iconic city. This is why we choose Ricky Saiz, for his unique vision of Paris and of the story. It gave it a real spin, shooting rawer emotions,capturing the streets in a cool way, sharing great vibes. Altogether with the perfect soundtrack of Sébastien Tellier to make this even more emotional and epic” comments Jasmine Loignon, Executive creative director of BETC Luxe.

Crista Corber and Jérémie Laheurte were immortalised on top of the Arc de Triomphe, by New York photographer Billy Kidd for the print campaign.

Thecampaign is broadcast on TV, billboard, press, social media and points of sale.
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Client

Advertiser: Yves Saint Laurent Beauty – L’Oréal Luxe

General Manager: David Iop

Account Director: Clément Roumegous

Global Communications: Juliette Ferret

Marketing Director: Maxime Scheyen

Advertising and Brand Manager: Tiphaine Sabbag

Lead Creative Producer: Thibault Blacque-Belair

Creative Agency

Creative Agency: AGENCY BETC LUXE

Managing Director: Brune Buonomano

Art Buyer: Isabelle Mocq-Orain

Senior Account Executive: Fanny Fragu

Vice President: Fabrice Brovelli

Junior Copywriter: Ludwig Couet

Junior Art Director: Julie Richard,Jean-Charles Guillet

Assistant Account Executive: Lou Falquerho

Executive Music Director: Christophe Caurret

Traffic : Frédérique Klore Charlotte Broyer

Head of Strategy: Fabien Le Roux

Account manager: Giulia Locatelli

Production Company

Production Company: Iconoclast

Director: Ricky Saiz

Executive Creative Director: Jasmine Loignon

Photography: Billy Kidd produced by Rita Print

Post Production / VFX

Producer: Cyrielle Moustin

Music

Song: L’amour et la violence by S

Artist: Sébastien Tellier

Other

Senior Art Director: Jean-Charles Guillet

Print / OOH

Print Producer: Capucine Lhermitte

Category: Accessories , Clothing/fashion

Genre: Digital , Experiential , Luxury , PR , Scenic