For the launch of the seven-fragrance line, 212 Pills, Carolina Herrera asked us to capture the electric romance of NYC. We took our cue from one of the sexiest cities on earth to create the 212 Love Chase.
Inspired by the magic of a city where anything can happen, we designed a treasure hunt around the New York Subway. Take a 212 Pill and follow your instincts on a seductive chase through NYC to find your perfect match! Using the subway’s instantly recognizable graphics to create an exciting visual universe, we rolled-out the campaign across key media touch points and street furniture, generating real buzz.
The famous New York fashion filmmaker Quentin Jones directed our ravishing product reveal videos, bringing to life the unique DNA of the seven fragrances. In addition to the video campaigns, Circo developed the 212 Pills visual identity, the pill case packaging, drive-to-store and PR.