New Dior Addict Campaign is Addictive Like Never BeforeWritten by Katarina Radovic / Featured in: Advertising, Fashion / 26.06.2012.
The French fashion house Dior has showed us once again its recognizable note of playful elegance presenting its latest campaign and video for well known Dior Addict fragrance line. It’s created by Swedish director Jonas Akerlund and inspired by the legendary scene from the Roger Vadim’s movie “And God created women”, from 1956.
Dior has decided for a cheerful summer residence in contrast to usual glamour, starring the popular Dutch model Daphne Groeneveld. The playful romp on Saint Tropez beach with a 60’s style all over it, is completed with Stereo Total‘s soundtrack ‘I love you Ono’.
Titled “And Dior Created Addict”, the brand kept a same kind of sensual and funny inspiration just like in their previous campaign L.A.dy Dior starring with actress Marion Cotillard. The campaign started by launching an Addict Facebook app. It’s a funny fashion game with a goal to find the ‘Dior Addict Frequency’ by finding the correct radio frequency, clicking on an vintage radio bar.
Photos: Dior / Facebook
My favorite part of campaign is Dior’s Addict online magazine, featuring all the product and campaign details, same as the Daphne Groeneveld style and make-up tips. Campaign includes social engagement on Dior’s Facebook page, Twitter and mobile app where you can check all the exclusive backstage footage from the film shooting.