Yves Saint Laurent Beauté

To know where you're going, you need to know where you're from.


An image, underwater. The iconic submerged YSL Cassandre sits at the bottom of a blue sea on powdery white sand, like an apparition. Then he appears, rising from the depths towards the light. It is a peaceful, dreamlike, meditative shot. The prelude to a new, rawer, more acoustic version “Are You Gonna Go My Way”, recorded especially for the new campaign by Lenny Kravitz – a legendary song, reinvented.

Yves Saint Laurent Beauté is proud to present a striking interpretation of its olfactory icon: Y EAU DE TOILETTE, a mineral woody fougère contrasting aromatic lavender with sensual woods... A new level of intensity. A blue wave of clean and sexy.

This professional campaign titled 'To know where you're going, you need to know where you're from.' was published in France in May, 2022. It was created for the brand: Yves Saint Laurent Beauté, . This Integrated medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted almost 2 years ago.


Ad Agency: BETC
Agency Managers: Delphine de Canecaude, Fanny Fragu, Julia Schenck
Executive Creative Director: Florence Bellisson
Associative Creative Director: Fanny Buratto
Art Director: Julie Richard
Traffic Manager: Letizia Felici
Art Buyer: Isabelle Mocq
Creative Music Supervisor: Adam Ghoubali
TV Producer: Fabrice Brovelli
Production Company: PHANTASM
Director: Jessy Moussalem
Sound Company: GUM

Sirona Hygiene


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