Diesel Fragrances

Spirit Of The Brave is the new fragrance by Diesel Fragrances, co-created with Neymar Jr. to embody the values of the campaign, #PlayWithYourFears, we've spotted and worked with French communities within youth pop culture, from esports to freestyle football, working with our studios in Paris.

French youth culture is booming thanks to social networks. FIFA Women World’s Cup and the French team proved that new generation of French girls are changing the game; in the meantime, esports champions generate millions of views on Twitch and YouTube, while dancers are starting to attract a wider audience.

Beyond Paris, many key opinion leaders are emerging across the country. After a strong coolhunting and social listening work, we’ve selected and worked with various influencers and creators, making them react, interpret, think about Diesel Fragrances’ Spirit of the Brave campaign #PlayWithYourFears.

A dozen of films have been created, both relevant to the talents’ communities and to Diesel Fragrances, supporting the global campaign starring Neymar Jr. A full-service case study, from strategic planning to film production and alignment with talent agents, from Twitch creators to women’s football champions.