BACKGROUND

YSL Libre Eau de Parfum is more than a fragrance—it’s a fearless attitude.Rooted in fire and freedom, it speaks to women who break boundaries and live on their own terms.Through bold visuals, emotional storytelling, and interactive campaigns on platforms like RED, YSL transforms every spray into a declaration of confidence.The 2024 Paris Olympics presented a rare global moment—perfect for amplifying Libre’s voice on the world stage.

IDEA

How can a brand stand out during the Olympic buzz?flashFLASH, together with YSL Libre, seized this global spotlight by fusing the fragrance's bold spirit with the iconic Centre Pompidou.The perfume was brought to life as a fiery female figure, stretching across the landmark in flames—a powerful symbol of freedom and strength.Set against one of the world's most recognizable art spaces, the striking visuals quickly ignited online discussion and sparked cultural resonance.During the Olympic season, the campaign captured public attention and drove strong engagement—delivering one unforgettable message:Freedom needs no definition.