Ogilvy Paris and luxury French fragrance company Etat Libre d’Orange, whose brands include Putains des Palaces, have teamed to create what they claim is the first luxury perfume made from trash – Les Fleurs du Déchet.
The inspiration being to do something useful with the waste created by the perfume industry.
Waste not want not.
Some French agencies have a broad conception of creativity and are all the better for it.
MAA creative scale: 8.