This collaboration goes way beyond a typical sync licensing or celebrity endorsement deal. A break through for both the music and fragrance industries, in terms of fully integrated music and brand partnerships.
The agency was approached by Tommy Hilfiger and the Estée Lauder Group to help them develop and launch a fragrance whose very essence, down to the scent itself, was inspired by music. Unlike most scenarios, the partnership began at the initial concept stage with the agency selecting The Ting Tings as the key musical partner for the project.The Ting Tings wrote and recorded a campaign anthem, called We’re Not The Same, seeded in reverse and only later included on their new album. 
The agency decided to apply what it calls its "Trinity" strategy.

Firstly creating enticing content, then pushing this across all digital platforms, and finally engaging with both consumers through live music events.
 
Having all parties participate in everything from day 1, revolutionised the creative process. The packaging was designed taking inspiration from iconic music components such as the vinyl record and the soundboard fader knob.

Key to the campaign is LOUD Radio, a custom built online radio station, produced in 12 different languages, playing music selected by Tommy Hilfiger and the agency.

The global campaign includes TV, radio and print, packaging, point of sale, digital and Social Media as well as Music Videos, product launch events and a series of self-produced loud concerts.

Loud is not just a product or a campaign but a movement, engaging with youth culture and lifestyle.Results :- Over 1500 publications to date.- A PR coverage worth an estimated at $1,800,000. - More than 2 million aggregated views online.- The scent is available in 8000 doors.