The challenge
Moving closer from a distance
March 2020: L’Oréal launched their latest female fragrance “YSL Libre”, featuring the sights of sounds of their brand ambassador, global pop sensation Dua Lipa.
Sponsoring one of her top playlists on Anghami, the campaign made a lot of noise with streams increasing by 440 per cent in less than 2 weeks. Then, Covid-19 struck, and the campaign placed on PAUSE.
August 2020: Staging a comeback YSL and Anghami set out to re-ignite the YSL Libre campaign which had sat dormant for the past 5 months. The comeback had to be well orchestrated, and in tune with the challenges which the Covid-19 crisis had brought to the mix:
Fragrances ar
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