SPIRIT OF THE BRAVE:
IN THE SKIN OF NEYMAR JR.
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.
Buzzman, voted “Best International Small Agency of the Year award in 2011” by Ad Age and “Agency of the year” at the Cristal Festival in 2013 and 2016, “Agency of the year” at the Effie Awards France 2016, “Most Creative Agency” in 2016 and elected by advertisers “New Model of Creative Agency” in 2017 at the Agencies of the year Award and “Most French Creative Agency” in 2019 by BVA Limelight consulting, is an independent advertising agency creating innovative concepts that go beyond traditional advertising.
In 2016, Buzzman created Productman, its innovative products and services creation studio, communicators, and business generators.
Winning for several consecutive years at international well-known festivals (Cannes Lions, Eurobest, EFFIE, Clio Awards…) as well as nationals, Buzzman is recognized as one of the
most creative agencies in Europe, with clients such as BURGER KING in France and Belgium, IKEA, OUIBUS (SNCF), Boursorama Bank, Fleury Michon, Hippopotamus, PMU, Panzani, Mondelez (Oreo, Milka, Tassimo & Belvita), easyJet, L’Oréal (Puma Fragrances, Garnier), Huawei, NRJ Mobile, Mumm, PayPal, Système U, DPD France, Delsey, Just Eat, BMW…
Brand CEO Guillaume de Lesquen
Brand Director Anne Machet
International Digital Director Virginie Brossard
International Marketing Group Manager Anne-Laure Ardisson
International marketing Project Manager Clémentine Petrucci
International Digital Manager Margaux Nardini
International Digital Project Manager Bastien Kolb
International Communications Project Manager Alexis Varangot
International Communications Director Manon Ergin
President and Executive Creative Director Georges Mohammed-Chérif
Vice – President Thomas Granger
Managing Director Julien Levilain
Art Directors Mickaël Krikorian & Victor Sidoroff
Copywriters Mickaël Krikorian & Victor Sidoroff
Art Directors Assistants Rick Andersen & Steven Daout
Art Directors Event Gianni Leotta & Romuald Mevaere
Account Manager Clémence Gateau
Account Executive Tanguy Hercouët
Head of Strategic Planning Clément Scherrer
Strategic Planning Edouard N’Diaye
Head of PR & Communication Amélie Juillet
PR & Communication Manager Paul Renaudineau
Head of TV Production Vanessa Barbel
Producer Assya Mediouni
Producer May Pham
Rights Management Dee Perryman
Director Mark Zibert
Head of Production Eric Lipchitz
Producer Jérôme Denis
Digital Content Production Dacor
Sound Production Schmooze
Artist Zack Hemsey
Music The Runner
Music Supervision Frederic Schindler x Too Young