The Mission: Retterspitz needed to appeal to a slightly different audience. 18-35, art savvy, international. We had complete creative freedom.
We crafted a fully scripted 10-minute film reminiscent of 90s Hollywood movies, starring the international actress Aggy Adams (known for her roles in “World War Z” and “The Witcher”). Our aim was to captivate a new, international audience by creating a longer form cinematic experience.
We wanted a narrative with depth, a compelling character arc, something unexpected for a commercial.
The work we did was the same we would do in developing a movie script.
From the very beginning we had the idea of personifying Juniper, the perfume, giving it a voice, an aura, a tangible presence. The story is straightforward: a journalist (played by Aggy Adams) arrives at The Westin Palace Hotel in Milan for an interview, only to find the interviewee stuck in the restroom, sparking an awkward conversation. As the journalist connects with the interviewee, she reluctantly agrees to engage in what appears to be a therapy or meditation session on a couch. Suddenly, she finds herself transported to a surreal parallel world, where dimensions blur and emotions reign supreme. It’s only at the film’s conclusion that we realize the person in the toilet is actually the perfume itself.
Nowness, the leading platform for video art worldwide, joined forces with us to premiere the film globally, both on their platform and across their social media channels.
W&V featured the campaign in an article titled “Impolite Culture creates Arthaus Kino for Retterspitz,”
Nowness, the leading platform for video art worldwide, joined forces with us to premiere the film globally, both on their platform and across their social media channels.
The movie made its debut on Retterspitz’s social channels and Aggy’s Instagram. Concurrently, we kicked off an engaging lottery game on Retterspitz’s Instagram called “Wanna meet Juniper?” (You can check it out here).
We curated a special edition package of the perfume and offered a limited number of tickets to lucky winners, granting them an exclusive weekend in Nürnberg, where Retterspitz is based. Winners had the chance to spend time with the company’s owners, explore the area, and even tour the production factory.
Given Retterspitz’s already strong reputation in Germany, the campaign resulted in a remarkable increase in brand recognition worldwide and a significant surge in sales during the two weeks following the launch, with sales seeing a double-digit percentage increase.
This campaign garnered extensive press coverage and achieved notable recognition. In addition to being nominated for Best Branded Long Form Film at the YDA Cannes Lions and winning a silver prize, it also received a nomination at the 1.4 Awards in London. W&V featured the campaign in an article titled “Impolite Culture creates Arthaus Kino for Retterspitz,” adding to our sense of pride and we are still giggling for that.
- Retterspitz GmbH & Co. KG
- Managing Directors Markus Valet and Florian Valet
- Head of Marketing Iris Kaminski
- Project Manager Laura Bitterwolf
- Executive Creative Director & EP Lorenzo Musiu
- CDs Björn Swoboda (also director) + Lorenzo Musiu
- Creative Strategy Elisa Amelia Bausch
- Screenplay Eike Schulz (also co-director), Lorenzo Musiu and Bjoern Swoboda
- DP Marco De Pasquale
- Co-Production Borotalco TV
- Co-EP Matteo Stefani