Creed x ROBBi
The World’s First Scented
Art Toy.
We concepted, strategised, produced and activated the world’s first scented art toy in partnership with China-based IP ROBBiART — a true category first. This unprecedented collaboration fused Creed’s heritage with the cultural energy of the metaverse, setting a new benchmark for innovation in luxury fragrance. Bold, disruptive and culture-driven, it redefined how a heritage brand can engage the next generation.
Immersive Storytelling in 3D.
To announce the launch, we produced a striking 3D video that introduced the art toy with bold visuals and trend-led storytelling. Designed to cut through the noise of China’s fast-paced digital landscape, the film established a strong visual identity and translated Creed’s timeless essence into the language of a digital-first culture.
Tapping Into Cultural Influence.
Our strategy targeted the communities shaping culture in China: trend-sensitive Gen Z, design-conscious male consumers, and tastemakers across art, fashion and lifestyle. By aligning Creed with these audiences, we positioned the brand not just within fragrance, but at the heart of broader cultural conversations.
A Creative and Commercial Breakthrough.
Creed x Robbi became Creed’s most awarded and talked-about campaign, recognised for its originality and cultural impact. Beyond creative acclaim, it delivered exceptional commercial results — driving sales uplift across Tmall, in-store and creed.com. A true category first and a creative triumph, Creed x ROBBi redefined how heritage brands can innovate in China.
Results.
- Record Breaking Awareness
The world’s first scented art toy generated 117M+ impressions, nearly 900K engagements, and media value of over 16.8M RMB.
- Commercial Success
The collaboration drove a 70% uplift in Tmall sales YoY, alongside significant increases in Baidu Search Index (+142%) and WeChat Brand Index (+467%).
- Most Awarded Campaign
The project became Creed’s most awarded campaign to date, recognised across industry shows for its creativity, innovation, and commercial impact.