BCM Group and Born Bred Talent have launched the integrated social, advertising, digital and POS campaign for the debut fragrance of football great, Lionel Messi.
The global campaign showcases Messi The Fragrance, a bespoke men’s perfume by Game On in a bold, sleek deep blue bottle. It features rapid scenes of mirrored reflections and a moving narration to capture the many sides of Messi.
‘A footballer… a world champion… a father… a gentleman… a legend’ plays throughout the campaign to portray the essence of both Leo’s personality and his global Messi brand, having much more than we see.
“Messi’s brand speaks for itself, but the campaign peels back the layers and public perceptions to convey the unseen sides of the athlete we all know and love,” Shaun Egan, BCM Group’s co-creative director, said.
Sam Boyd, BCM Group’s co-creative director, added: “We’ve used a really simple but powerful duality in ‘more than we see’ to connect the unseen sides of Messi with the product itself as a scent that says something to the world about you, without being visible or seen.”
The campaign is a result of a global collaboration between media agency BCM Group, product development and licensing specialists Game On Product Group, global studio and production company, Smuggler, Australian talent agency, Born Bred Talent, and renowned director and world-class choreographer C Prinz, who has worked with the likes of Zendaya, Billie Eilish and Charli XCX.
Phil McDonald, partner and MD at BCM Group said: “It’s not every day that you are entrusted with bringing a global brand to life, in partnership with the greatest footballer in history, but the Game On team did and for that we are extremely grateful. I can’t wait to see this brand fly off shelves around the world.”
Ann Reilly, BCM Group’s head of broadcast and content production said: “This was a demanding and logistically complex production from day one, and we really relished the challenge.
“We shot the campaign over two days in Miami, filming Messi inside a mirrored set which was purpose-built to show his different sides as reflections in the space. The build itself was also inspired by the fragrance’s bottle design, so the entire production felt interconnected.
“Our production approach felt fitting for a global footballing legend too, with our partners spanning the UK, the US, Australia and Argentina. This made it an incredible international team effort.”
Stephanie Scicchitano, general manager of Born Bred Talent said: “It’s not everyday you get the opportunity to do a global launch campaign with one of the world’s greatest athletes. Collaborating on this with BCM and such a globally renowned team, has meant we’ve been able to create something really quite incredible.”
Daryl Czarny, Game On Product Group managing director, said: “A huge part of the importance and success of a fragrance is the advertising campaign, so there was an enormous task at hand to create something that represented both the fragrance and Messi’s own brand. The final creative shows exactly that coming to life, which has been a real team effort with experts from all corners of the globe coming together to make magic happen.”
Elliot Rubenstein, Game On Product Group managing director added: “We are extremely proud of what we have all accomplished here. Everyone worked tirelessly to create a world class advertising campaign with the results truly surpassing all expectations.”
The campaign is launching internationally across North and South America, Europe, Asia, Australia and NZ, with the fragrance to be sold across major retailers such as JC Penney and exclusively at Chemist Warehouse in Australia.
Credits:
Client: Game On Product Group
CEO Chemist Warehouse: Damien Gance
Managing Director: Daryl Czarny
Managing Director: Elliot Rubenstein
Creative Lead: Rhian Joseph
Creative Agency: BCM GROUP
Managing Director: Phil McDonald
Creative Director: Shaun Egan
Creative Director: Sam Boyd
Head of Broadcast & Content Production: Ann Reilly
Group Account Director: Jana Tann
Digital Design Lead: Max McDonald
Born Bred Talent
General Manager: Steph Scicchitano
Production Company: SMUGGLER
Director: C Prinz
Executive Producers: Patrick Milling-Smith, Brian Carmody, Carlin Wilson-Webb
Head of Production: Alex Hughes
Producer: Ashley Roberts
Production Supervisor: Chad ‘Frenchie’ Alburtis
Commercial Co-ordinators: Patty Courtland, Shauna Womack
1st AD: Shawn Thomas
Director of Photography: Xiaolong Liu
Production Designer: John Richoux
Key Costumer (Celeb): Veronica Volpi
Offline Editing: Cabin Edit, London
Editor: Amber Saunders
Edit Assistants: Aiden Jordan, Chris Day
Edit Producers: Dave Frost, Caylee Banz, Amber Clayton, Joanna Dawson
Executive Producers: Ruth Minkley, Kayt Hall
VFX & Online: Cutting Edge, Brisbane
Creative Director: Zenon Kohler
VFX Supervisor/Lead Compositor: Steve Leacey
Compositors: Benjamin Ying and Bruno Ribeiro Profeta
Motion Designers: Brad Coomber, Victor Bandeira
3D Artists: Phil Jackson, Leyton Brown
Executive Producer: Trelise Blade
VFX Producer: Sarah Taylor
VFX Coordinator: Rylee Bannan
Music / Audio:
Composer: Joaquin Pastor
Sound Design & Mix: Joaquin Pastor
Strings performed by: Simone Porter
Additional Sound: Cutting Edge, Brisbane & Ark One Studios, Buenos Aires
Grade: Blacksmith.TV New York
Colorist: Mikey Pehanich
Color Assist: Matt Gehl
Color Producer: Adam Vevang
Photography
Photographer: Israel Rivera
Stills Producer: Carolina Gesser
Stills Assistant: Julio Carlos
Digi Tech: Andrew Claridge
Senior Retoucher: Rebekka Lee Johnson
Additional Product Photography: Chris Crawford