GOOGLE x PUIG: INVICTUS by RABANNE

Challenge

Launch Invictus Elixir, the newest and most intense fragrance in Rabanne’s Invictus line, in a way that resonated with sports-minded audiences during the cultural momentum of the FIFA World Cup. The campaign needed to capture the brand’s themes of victory, ambition, and performance while maintaining the premium aesthetic expected of a luxury fragrance.

Approach

We identified and contracted two athletes whose lifestyles naturally embodied the Invictus spirit: marathon runner Adam Wood and surfer Luke Guinaldo. Leveraging their credibility, competitive drive, and engaged audiences, we developed two YouTube Shorts tailored to each creator’s unique voice and content style. Rather than relying on traditional fragrance advertising, the content integrated Invictus Elixir into authentic moments within each athlete’s routine, creating a natural connection between the product and the pursuit of excellence. By balancing creator authenticity with Rabanne’s luxury positioning, the campaign delivered platform-native content that brought the Invictus ethos of intensity, performance, and triumph to life.

Services