In February 2016, Davidoff launches its new masculine fragrance, Horizon, which is said to “symbolize the connection between earth and air and draws inspiration from the forces of nature.” The element of water that marked the iconic Cool Water is replaced with the element of air in the new release. Horizon represents freedom, adventure and exploration.
From the press release…
Reaching New Heights
Here he is, far from the beaten track. Before him mountains stretch out in an endless landscape that touches the sky. The breeze is strong, crisply scented with rosemary, leather, vetiver. He looks ahead, fixes a point in the distance. Swift and free as an eagle he climbs from rock to rock. Feet on the ground, he knows exactly where he’s heading.
When he reaches the summit new panoramas open up all around. His mind is clear, his eyes sharp, his gaze determined. He breathes deeply, stretches his arms to the wind, turns his face to the sun. From this quiet pause between earth and sky a powerful feeling of freedom grows. He’s where he wants to be. Master of all he surveys.
The Fragrance
Capturing the freedom of adventure, the strength of exploration, the overcoming of possibilities DAVIDOFF Horizon has a timeless, unique signature created by master perfumers Olivier Pescheux and Jacques Huclier with nobility, richness and depth.
Balancing the duality between earth and sky DAVIDOFF Horizon begins with airy top notes of energizing Grapefruit, Rosemary and Ginger that give a vibrant dimension of ascension and discovery. In contrast the middle and base bring strong, down-to-earth Vetiver and Patchouli softly wrapped in rich Cocoa Absolut to inject texture, warmth and sensuality.
The Campaign
Taking the elements as striking backdrop the DAVIDOFF Horizon campaign, featuring Italian model Simone Bredariol, was shot amidst real sandstorms, extreme heat and tough terrain.
The TV ad, filmed by director Arnaud Uyttenhove, follows the journey of the DAVIDOFF Horizon man as he ascends the mountain, the intensity building with a cinematic depiction of the landscape, with time-lapse photography catching movements of light and shadows. The hero moves assuredly over the terrain, with an eagle soaring overhead, mirroring his journey toward the summit.
The print ad, shot by photographer John Balsom, captures his arrival at his destination, above the world. It’s one moment in a story. The story of a man achieving his own goals, reaching his own top, searching his own horizons.
