Messi Fragrances
BCM collaborated with the Messi brand to develop a campaign that speaks to the essence of Leo Messi—humble, real, and grounded despite his legendary status as the greatest footballer of all time. The campaign invites people to embrace their own greatness, just as Messi does, with the tagline “More than we see.”
Task
To create a campaign for Messi’s new fragrance that embodies his depth, humility, and inner greatness.
According to his fellow players, Leo Messi is just a normal guy despite being the greatest footballer of all time. He remains humble and unassuming. His greatness isn’t showy—it lies within. This campaign for the MESSI fragrance taps into that very sentiment, reflecting the idea that there is more to everyone than what is visible on the surface.
When someone wears the MESSI fragrance, it is a signal that they, too, carry something special within. The scent speaks to their inner strength, confidence, and quiet greatness. The message is clear: when you catch the scent of MESSI on someone, you know there’s more than meets the eye.
Watch Messi the Fragrance, 45 second
The tagline “More than we see” was crafted to convey two important truths about Messi and the product itself. First, it speaks to Messi’s character—his humility and depth. Although Messi’s skills and achievements are legendary, his greatness runs deeper than his athletic prowess. The campaign celebrates that inner greatness.
Second, “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. The duality of this message connects the product truth with the persona of Messi in a way that feels authentic and meaningful.
The campaign’s visual direction was inspired by the design of the MESSI fragrance bottle itself, a sleek and conceptual space that mirrors the multi-dimensional nature of Messi as a person. Through artistic reflections and subtle details, the visuals showcase Messi’s different sides—his quiet strength, his humility, and his undeniable greatness.
We used reflective surfaces and conceptual imagery to highlight the idea that there is always more beneath the surface. This approach visually captures the depth and complexity of both Messi and the fragrance, creating a parallel between his personality and the product’s invisible yet impactful nature.
The “More than we see” campaign successfully communicated Messi’s personal essence and the core message of the fragrance. By focusing on Messi’s humility and inner strength, we created a strong emotional connection with the audience. The visuals brought out the reflective, multi-faceted nature of Messi, resonating deeply with both fans and consumers of the fragrance.
The campaign not only positioned the MESSI fragrance as a symbol of understated greatness but also gave consumers a way to connect with Messi’s persona on a personal level. This dual message of visible and invisible greatness helped elevate the product’s appeal, driving engagement and interest.
