Messi The Fragrance, men’s perfume by Game On, is set for a global launch with an Aussie touch thanks to Brisbane-based BCM Group that developed the ‘More Than We See’ campaign.
Daryl Czarny, Game On Product Group Managing Director, attributed the fragrance’s importance and success to the advertising campaign. “There was an enormous task at hand to create something representing both the fragrance and Messi’s brand. The final creative shows exactly that coming to life, which has been a real team effort with experts from all corners of the globe coming together to make magic happen.”
Elliot Rubenstein, Game On Product’s Group Managing Director, said they are extremely proud of what they have all accomplished. “Everyone worked tirelessly to create a world-class advertising campaign with the results truly surpassing all expectations.”
Shaun Egan, BCM Group’s Co-Creative Director, believes Messi’s brand speaks for itself. “But the campaign peels back the layers and public perceptions to convey the unseen sides of the athlete we all know and love.” Sam Boyd, BCM Group’s Co-Creative Director, said they used a really simple but powerful duality in ‘More Than We See’ to connect the unseen sides of Messi with the product itself as a scent that says something to the world about you, without being visible or seen.”
BCM said the tagline ‘More Than We See’ was crafted to convey two important truths about Messi and the product – it speaks to Messi’s character, his humility and depth, and the fact that his greatness runs deeper than his athletic prowess. The campaign celebrates inner greatness.
Furthermore ‘More Than We See’ ties to the nature of the fragrance. “A scent isn’t something you see, but it reveals something essential about a person. Fragrance, like character, isn’t visible, but it has the power to leave a lasting impression”
BCM highlighted that the duality of this message connects the product truth with the persona of Messi in a way that feels authentic and meaningful.
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