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Britney Spears shows off her fantasy for Elizabeth Arden
MUMBAI: The TVC that sees music star Britney Spears promoting her second fragrance from Elizabeth Arden, fantasy Britney Spears premiered on AOL a few days ago.
The spot coincided with the fragrance’s launch at stores acros the US including Macy’s, Nordstrom and Sephora.
The print ad has also broken in fashion magazines. The fantasy Britney Spears site www.fantasybritneyspears.com is in operation. Fans can download cell phone ringtones with messages from Britney, wallpaper for their phones and online games. Spears was quoted in media reports saying that the fragrance had been created with all kinds of enchanting scents and flavours like lush red lychee, golden quince, sensual woods and exotic kiwi.
Britney Spears’ first fragrance, curious Britney Spears was introduced in September 2004 by Elizabeth Arden and immediately became an international bestseller.
Elizabeth Arden is a global prestige beauty products company. The company’s portfolio of leading brands includes the fragrance brands Red Door, Red Door Revealed, Elizabeth Arden Green Tea and Elizabeth Arden 5th Avenue.
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
