RAPP
/ Guess
RAPP New York
Brand: GUESS (Coty)
Executives Involved in The
Campaign: Kostas Karanikolas, Ryan Mack, Pamela Bevilacque, Terry Young
Campaign Brief: “Guess: Legend” is a campaign that asks what makes you
memorable...what makes you a legend...what makes you seductive?
For the launch of Guess’s new fragrance, Seductive, we created a campaign to
pull 20-something women into a conversation about seduction and fragrance.
The approach was not to tell a story about a new fragrance but to tell the
stories of the power of seduction. Seductive power is not exclusive to
superstars, models, and celebrities – it exists in every woman. The potential
to be a legend to someone else lies inside all of us. It's just a matter of
perception.
For men, there is always a woman in his life he will never forget. They may be
together for years or only an instant. But to him she will always be one thing:
a legend.
The Legend campaign lives among conversations on a dedicated Facebook page.
There, three men tell their unique stories of a legend – one moment in time, a
flirtation, an unforgettable day together. Every user is invited to answer the
questions: What makes you a legend? What makes you unforgettable?
Responses can take various forms, in words or images, and people can share,
comment and inspire others. Guess will use these responses to spark further
conversations and tell more stories of the seductive potential within every
woman.
The Facebook page works in conjunction with the Seduction site and through
twitter communications. Together these pieces encourage conversation around
Legends, leverage the growing fame of the Seduction model (who is appearing in
a variety of magazine and television features over the next six months), and
the product itself. A steady stream of user-generated content,
behind-the-scenes shoot assets, more Legends – including women describing their
unforgettable men – will continue to fuel the Guess Seduction platform.
Link to
Your Creative Materials: http://www.guessparfums.com/,
http://www.facebook.com/guessseductive?v=app_6009294086&ref=ts
