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Valentino: Voce Viva

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To support the launch of Valentino's new feminine perfume, L'Oreal Luxe called on agency BETC Etoile Rouge to create "Voce Viva," an integrated communication campaign revealed on September 17, 2020. For this new perfume, L'Oréal Luxe, VALENTINO and artistic director Pierpaolo Piccioli wanted to celebrate the power of the voice: as a means of expressing uniqueness, strength and instilling this power in others. To promote this universal message, VALENTINO collaborates with international icon Lady Gaga, considered one of the greatest voices of her generation. Followed by more than 43 million people on Instagram, Lady Gaga shares much more than her Italian origins with the brand, like VALENTINO, Lady Gaga has always voiced the importance of authentic self-expression. She has touched and inspired millions of people around the world, sharing her struggles and her hopes through song. The film, a joyful ode to self-expression, features Lady Gaga, who encourages others to let their voices be heard.
Credits Other credits

Garance Delaye - General Manager

Remy Averna - Global communication director

Hervé De Fougerolle - Global Marketing Director

FragrancesIris Andreo - Global Product Manager

Mickael Roux - Global Digital content Manager

Antoine Poujol - Global Digital content Manager

Meryl Martin - AccountDirector

Maxime Plante - Account Executive

Marion Mons - Strategic planner

Justine Valletoux - Conceptrice rédactrice

Justine Valletoux - Conceptrice rédactrice

Fabrice BrovelliCEO of General Pop – Vice President of BETC

Isabelle Mocq Orain - Head of Art Buying ofBETC

Arthur Sabatier - Creative Producer

Fabrice BrovelliCEO of General Pop –Vice President of BETC

Sidney Guillen - Head of music -GUM

Cyrielle Moustin - Moviepost-producer

VeronicaLachenal - Print post-producer

SOUNDTRACK - Sine from above–Lady Gaga

PHOTOGRAPHERMODEL KEY VISUAL - Inez & Vinoodh

PRODUCTION COMPANY - VLM Studio

PHOTOGRAPHERSTILL LIFE KEY VISUAL - Ulysse Frechelin

SOUND COMPANYGUM –Green United MusicMarion Torreilles

Sound producer -GUM

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