Creative Campaign for British Perfumers Penhaligon’s
Six iconic scents and six quintessential British seaside towns brought to life with lockdown Wish You Were Here shoot
We have launched an evocative new campaign for the British perfumers, Penhaligon’s to celebrate the heritage brand’s iconic scents, each inspired by six classic British seaside destinations.
Wish You Were Here is a whimsical tour of Britain’s most loved beaches; Blackpool, Brighton, Whitstable, Scarborough, Cornwall and Margate to promote Penhaligon’s classic range of Juniper Sling, Luna, Quercus, Artemis and Blenheim fragrances, respectively.
With travel curtailed, we were commissioned to bring sun and sand to those unable to make a trip to the coast with a creative campaign put together entirely in lockdown.
Penhaligon’s tasked us with creating a mini brand world, art directing and delivering a lifestyle shoot featuring its six iconic fragrances. With in situ compositions off the table due to the nationwide shutdown, we enlisted a model maker to recreate the six much-loved British beaches in miniature. Each model was painstakingly detailed and hand-painted to bring the nostalgia of a day at the seaside to life.
We also created a custom postcard, stamp and hero ‘model sized’ photograph of the respective fragrance for each destination.
Sam Fresco, Director, Wildish & Co. said, “This summer has been a write off for everyone, all around the world. When we think back to summers as a kid, there’s nothing more nostalgic or quintessentially British than a beach staycation. The Wish You Were Here campaign speaks directly to the collective memory we have as a nation, everyone stuck in lockdown together and everyone who can’t get away this summer.
“We had to embrace the character and charisma of each destination to achieve Penhaligon’s vision of broadening our horizons with a mist of scent, without leaving home. Wish You Were Here gives people, locked in at home, a sense of getting away and evokes treasured memories of promenades, amusement arcades and donkey rides.
“This campaign has also given Penhaligon’s an opportunity to reach well beyond scents and tap into a nationwide shared experience, something instantly powerful, meaningful and emotive.”