For the launch of Viktor & Rolf’s men’s fragrance, a truly explosive mobile application. When the user points his phone at a bottle of Spicebomb, the bottle shatters, via augmented reality. Selected users of the app won bottles of Spicebomb. Using the app at retail entered the user into a contest to win a trip to the designers’ hometown of Amsterdam.

The campaign included a “Black Book” of tongue-in-cheek tips for Bond-style seduction–an essential accessory for the Spicebomb man.

Viktor & Rolf

Concept, copy, creative direction, strategy