tom hardy for jo malone londonCampaign concept | Voice | Ambassador narrative | Copy
Approached by Jo Malone London to develop the verbal direction for its global Cypress & Grapevine Cologne Intense campaign with new male ambassador Tom Hardy.
The work involved defining a tone of voice for a new male audience within the existing Jo Malone London brand world, shaping Hardy's ambassador narrative and developing the campaign and fragrance copy.
The core narrative and copy established the voice for the global 360° campaign (24–26), informing 400+ applications across digital, CRM, social, OOH, press, retail, clienteling, influencer, events and brand partnerships.
THEY’LL ASK YOU WHAT YOU’RE WEARING.The best accessory a man can own is a signature cologne.
The modern man moisturises.
Refine your wrist list.
A curation of colognes and grooming products with real range.
The gift of a lasting impression.
A distinctive wear for your everday.
Cologne maketh man.
The sway of scent.
‘I don’t mind’ when they do, actually, mind quite a lot...
A scent to see you through all seasons.
A timeless scent is a commitment well made.
Smell the part.
For any occasion or scented persuasion.
Know good grooming.
Try a scent on for size.
No matter the look, the finishing touch remains the same.
REFINE YOUR WRIST LIST.Ambassador — British actor and producer Tom Hardy is a prolific talent, known for his cerebral performances on stage and screen. As an arbiter of taste and creator of character, Tom is perfectly placed to helm Jo Malone London’s global campaign for men’s fragrance Cypress & Grapevine Cologne Intense.
Campaign story — For the one who savours surprise. Chance encounters, mysterious coincidences and unforeseen change. It’s all welcome. Because it all belongs. Cypress & Grapevine Cologne Intense. They’ll ask you what you’re wearing.
Scent story — Cypress & Grapevine Cologne Intense is refined, distinctive and bold. The aromatic notes of cypress trees unite with the warmth of grapevine and the sensuality of amber. A fresh and woody scent that leaves a lasting impression.
