Paco Rabanne’s fragrance ‘Million’ was losing relevance with its Gen Z audience. To reconnect them, we connected with the UK music scene. Partnering with VICE, we created the ‘My 1st Million’ campaign, to fund and support up-and-coming artists on their way up to their first million downloads. Musicians were given a platform to reach their next big break and the brand was injected with a new generation of fans.
