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New Dior Addict Campaign is Addictive Like Never Before by Katarina Radovic
  • June 26, 2012
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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.

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BY Katarina Radovic

Contributor

Katarina Radovic
Since kindergarten she knew she was born in a wrong time. She is stuck in the 50’s, time of gold Hollywood, feminine and glamour. As a three year old she drew her first fashion sketch and fell in love with theater. That’s how her future was decided. Today she’s a student of fashion and theatre costume at University of Applied Arts in Belgrade. As a Senior Writer for Branding Magazine she’s active on the field of fashion branding and development.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.
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© 2013 Branding Magazine. All rights reserved.
As an independent online daily brand journal, Branding Magazine represents an insightful source of news and opinions from the industry. Founded in March 2011 by a team of young professionals passionate about brands and design, the magazine has since become one of the principal sources about branding on the web.