The 222 year old iconic brand 4711 launched a new frangrance in the family: Nouveau Cologne. fs Agency was instructed to generate press, and with that much creative freedom, great things will happen. As a location we choose the modern art museum Stedelijk Museum which had just opened. The combination of old and new in the museum itsself was a perfect metaphor for the 4711 story. Old ads, old bottles, antique production items and of course a presentation on the brand and the new fragrance (which we designed and wrote inhouse) did the job. Dutch Celebrity Anouk Smulders was the presenter of the day. Guests could be photographed with XL bottles before the step and repeat, have their make up applied in he famous Blau gold colors, all to generate more social media.