An immersive CAMPAIGN to celebrate « LE MÂLE »
OUR CHALLENGE
For the 50th anniversary of Jean Paul Gaultier Parfums, the ambition was clear: reaffirm the iconic status of Le Mâle Le Parfum, a fragrance that has defined masculinity for decades. The challenge was to reintroduce this timeless scent with a bold, contemporary narrative, one that would resonate with new generations while staying true to the flamboyant, free, and inclusive spirit of JPG.
OUR MISSION
To bring this vision to life, Ekho Agency designed an experiential press trip in the heart of the Mediterranean. The objective was to fully immerse guests into the marine-inspired universe of Jean Paul Gaultier, blending storytelling, lifestyle, and creativity.
On board: 10 carefully selected talents: dancers, models, tattoo artists… embodying a new brotherhood of powerful and multifaceted men. The agenda combined inspiring and expressive moments to generate authentic, embodied content:
- Marine-inspired shoots in Gaultier uniforms
- Morning yoga facing the sea
- Creative workshops and expressive sessions
- Natural bonding experiences for genuine storytelling
The Results
- 40 contents
- 5.4M cumulated reach
- +4% engagement rate
This campaign not only celebrated half a century of Jean Paul Gaultier Parfums but also reaffirmed Le Mâle Le Parfum as a cultural icon. Boldly masculine, unapologetically inclusive, and endlessly inspiring.