Shay & Blue launches Be Real campaign

Award-winning boutique perfumery Shay & Blue has launched its first ever series of TV adverts across Sky, Channel 4 Digital and ITV Digital.

The brand’s Be Real campaign is designed to reflect the truth that Shay & Blue is real, from the way it is made with real fruits, flowers and spices, to the way it’s priced, to its customers – real people of all genders.

Shay & Blue teamed up with creative agency Made by Blah and production agency Like Minded Individuals to create the innovative campaign, which comprises of four 10 second films. Each film stars influencers that have been fans of Shay & Blue since near launch: Kirsty Merret from @LabelsforLunch, LGBT Editor-At-Large of Dazed & Confused @ShonFaye, @SofiaElhaj and @KupaMatondo. The influencers represent the fragrances they love and wear day to day.

The music for the films was composed and sung by up-and-coming artist Charlotte Cunningham, who wrote the abstract lyrics after smelling the fragrances. Print and social uses collage art to give an epic kaleidoscopic feel.

Made by Blah explains: “We wanted to make a campaign that highlights the truth that Shay & Blue is real, from the way it’s made to the way it’s priced; a mirror to cheesy fake perfume advertising. Instead of the generically endorsed celebrity adverts, we used Shay & Blue’s influencers and ingredients as the campaign’s heroes to create a fully immersive assault on the senses. Each of the four films has bespoke music written and recorded by an up-and-coming musician. Similarly, in print and social we’ve used an emerging artist to bring the brand to life.”

Created by Dom De Vetta, ex-Senior Vice President of Chanel and former Global General Manager of Jo Malone with Julie Massé, new generation perfumer of the moment, Shay & Blue creates real fragrances that are vegan, cruelty free and certified by PETA.

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