This ad is SO ironic today.Photo: Courtesy of EA Fragrances
Remember the commercial for the Britney Spears fragrance Curious? Let us refresh your memory of its cinematic triumphs: She finds herself in a hotel room next door to a dashing stranger; their suites are connected by a single door. Then she approaches the door, puts her hand on the knob, and we see a frantic montage of irises blooming, bulls fighting, naked legs between sheets, and Spears’s overly glossed lips, and you think, “I don’t know what the hell that was, but I’m curious.” Get it?! Right. Well, if you can create magic like that, you could win $10,000 and a trip to the FiFi Awards (the Oscars of the fragrance industry) in a Vogue-sponsored contest (yes Vogue — despite the Britney montage, this is a classy thing). Entrants must tell “a provocative, fantastical story about one of the featured 2008 FiFi-nominated fragrances with a two-to three-minute short film.” Oh, you know you can do this. More rules:
The participating fragrances are Missoni, Gucci by Gucci, Paris Hilton’s Can Can and Usher. Filmmakers are encouraged to highlight their love of fragrance, fashion and music by creating a short story film for any of these fragrances … While originality and creativity are encouraged, all participants are asked to express one or all of the emotions and adjectives evoked by each brand. These include iconic, feminine and luxurious for Gucci by Gucci, fresh, sensual and playful for Missoni, flirty, fun and fascinating for Paris Hilton’s Can Can, and fresh, confident and sexy for Usher … Films should not contain any explicit content or showcase the fragrance in a negative light.
With that treasure trove of adjectives, you shouldn’t be short on inspiration. The winning film will be shown at the awards ceremony, so a lot of major designers, and perhaps even Anna Wintour, will be there to watch with their very own, very fabulous eyes. Find a full release about the contest after the jump.
New York, NY – March 31, 2008 – In honor of the 36th Annual FIFI® Awards, where each year the best of the new fragrances are honored , Vogue and The Fragrance Foundation present the first-ever Fragrance & Film Festival. This inaugural opportunity provides a chance for aspiring filmmakers nationwide to tell a provocative, fantastical story about one of the featured 2008 FiFi-nominated fragrances with a two-to three-minute short film.
The participating fragrances are Missoni, Gucci by Gucci, Paris Hilton’s Can Can and Usher. Filmmakers are encouraged to highlight their love of fragrance, fashion and music by creating a short story film for any of these fragrances. The winner will receive $10,000 and two tickets to the 2008 FIFI® Awards in New York City, where their award-winning short film will be shown to an audience of fragrance industry leaders and celebrities.
While originality and creativity are encouraged, all participants are asked to express one or all of the emotions and adjectives evoked by each brand. These include iconic, feminine and luxurious for Gucci by Gucci, fresh, sensual and playful for Missoni, flirty, fun and fascinating for Paris Hilton’s Can Can, and fresh, confident and sexy for Usher.
Rochelle Bloom, President of The Fragrance Foundation, said “We are excited about partnering again with Vogue during the FIFI’s® and offering the ability for young filmmakers to combine their love of production with fashion and fragrance. Each participating fragrance brand is eager to see the short films that best reflect the emotions evoked by their scent.”
Filmmakers can submit their films for consideration at www.fragranceandfilm.com by May 1, 2008. The grand prize winner will also receive national exposure on ShopVogue.tv. Winners will be chosen based on creativity and ability to express the brand identity of each featured fragrance. The competition will first be available for online rating by the general public. The four highest rated fragrances will be reviewed by a panel of judges to determine the grand prize winner. Films should not contain any explicit content or showcase the fragrance in a negative light. For detailed contest rules and guidelines visit www.fragranceandfilm.com
Established in 1949, The Fragrance Foundation is a non-profit, educational organization whose mission is to enhance the image of the Fragrance Industry to the public and expand the appreciation and use of fragrance in all its forms across all distribution channels globally.
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