Diesel "Spirit of the brave"

Ad Agency
Video advertising:

Diesel Fragrances and Neymar Jr., accompanied by Buzzman, give us their definition of bravery for the launch of a new fragrance, “Spirit of the Brave”. Spread in North-America, South-America and Europe, the campaign was launched on May 19th.

Within just 10 years, football player Neymar Jr. has become a star. Exposed to millions of fans, journalists and opponents, each of his gestures is photographed, shared and scrutinized, every word he utters gets analyzed and tweeted.

So what exactly is being brave when you are Neymar Jr, one of the biggest stars in the world?

By relying on the codes of entertainment, the film intends to define what sticks most to Neymar Jr.’s skin: his tattoos. He has more than 70, each illustrating an important event of his life. Neymar Jr.’s tattoos not only tell his story, they reveal his personality.

They come to life under the direction of multi-awarded Canadian director and photographer Mark Zibert, to illustrate THE definition of bravery: never take yourself too seriously, never stop playing even in front of your greatest fears.

A unique and very personal film, in the image of the Spirit of The Brave fragrance co-created by Neymar Jr., the bottle of which is inspired by one of his iconic tattoos. Shaped as a fist, it displays the lion Neymar Jr. wears on his own hand, a symbol of self-confidence and bravery.

This campaign, supported by a display coverage also photographed by Mark Zibert, will be deployed in several countries as of May 19th including France, Italy, the United Kingdom, Germany, the US and of course Brazil. @neymarjr and @dieselfragrances are its first media, orchestrating reveals and conversation with their fans, as well as future fans of the fragrance.

Advertising Agency: Buzzman, Paris, France

President and Executive Creative Director: Georges Mohammed-Cherif
Vice President: Thomas Granger
Managing Director: Julien Levilain
Art Directors: Mickael Krikorian, Victor Sidoroff, Assistants Rick Andersen & Steven Daout, Event Gianni Leotta, Romuald Mevaere
Copywriters: Mickael Krikorian, Victor Sidoroff
Account Manager: Clémence Gateau
Account Executive: Tanguy Hercouët
Head Of Strategic Planning: Clément Scherrer
Head of PR & Communication: Amélie Juillet
Pr Communication Manager: Paul Renaudineau
Head Of Tv Production: Vanessa Barbel
Producer: May Pham, Jerome Denis
Rights Management: Dee Perryman
Consulting office: Titem Mouici, Kind Paris
Production: La\Pac
Director: Mark Zibert
Head Of Production: Eric Lipchitz
Digital & Content Production:Dacor
Sound Production: Schmooze
Artist: Zack Hemsey
Music: The Runner
Music Supervision: Frederic Schindler