There’s something almost electric that happens when a crowd gathers because of a shared obsession with music, united by their style and attitude about the world. It’s in this spirit that LOUD, the new fragrances – For Him and For Her from Tommy Hilfiger that shoot right through the soul of our youth, were created.
Five collaborators, each at the top of their creative fields – Co-Founder of The:Hours Agency, two hotshot young perfumers, an unbelievably hip packaging designer and a painfully cool photographer and filmmaker who’s got “next big thing” written all over him – joined forces with Tommy Hilfiger to get LOUD. Over the course of a year, their minds met over each phase of the project. From the blazing sound of the ad campaign to the groundbreaking bottle made in the spirit of collector’s vinyl records and even the drenched-in-sexy fragrances themselves. The result is LOUD, in every way the senses can experience it: Arresting, bold, bright, original and inspired.
Over the summer the Tommy Hilfiger Toiletries Global Communications team hosted key journalists from around the globe and asked them to get LOUD! Some of the editors in attendance were from publications including Glamour from Italy and the UK, Elle from the Netherlands and Joy from Germany and Poland. All of whom were impressed with the innovative concept for these two new fragrances.
The outdoor garden of the rock n’ roll themed Sanctum Soho Hotel in the heart of London was transformed into an ultra-cool lounge. The journalists were led into the world of the ‘young and beautiful’ and invited to experience the fragrances through sight, sound and of course scent which included exclusive one-on-one interviews with the sexy campaign models, Daisy Lowe and Josh Beech. In addition, everyone received a sneak peak at the LOUD television commercial which features the Grammy nominated duo, The Ting Tings and the song, “We’re Not The Same,” which was written exclusively for the campaign. At the end of the day, our guests left with a true appreciation for Tommy Hilfiger’s passion for music and why LOUD will connect to youth around the world.
Following the presentations and interviews, the journalists attended one of London’s hottest music events, the Wireless Festival in Hyde Park. They were ushered into the LOUD VIP Suite where they mingled, sipped on rose infused cocktails and posed for pictures with Daisy and Josh. The Ting Tings then took the stage and played an amazing set, including hits from their current popular album, as well as songs from their much anticipated upcoming album.
LOUD for Him and LOUD for Her hits EMEA counters this Fall.
LOUD
A NEW SCENT AND SOUND
MIXED BY TOMMY HILFIGER