We provoked subculture.
How do you launch a new body spray to the youth in East and West Africa? You play in the world of the provocative stories that they already live in.
The youth are not interested in advertising. They’re into what they’re into. So we decided to play into their backgrounds and subcultures and enter their forbidden worlds.
We created a holistic trailer that captured everything Urbo stands for: Curiosity, Courage, Adventure. The trailer lead to different ‘episodes’ – short films that tap into different mindsets, from the freedom of exploring one’s identity, gender and sexuality for the first time to the responsibility of changing the world for good. Each episode demonstrated that everyone has a signature scent, that is unique and representative of their ideals, their lifestyles, and their approach to living. With one of the scents from Urbo, wearers can leave their mark wherever they go.
Once consumers are hooked into our digital ecosystem, we will retarget them with more unique Urbo stories that could ignite their imaginations.