The one-liner: KENZO’s tie-up with legendary film director Spike Jonze for the launch of its new fragrance, KENZO World

The context: The fourth (and to this day, most successful) in a run of masterful fashion films from the creative minds of KENZO creative directors Humberto Leon and Carol Lim, starring actress Margaret Quallay

Why it’s great: KENZO nails its branded content. Nails. It. Leon and Lim understand their audience like nobody else. But this is one of the most out-there and surprising pieces of work. It takes a tried & tested formula (Jonze’s 2000 music video for Fat Boy Slim’s Weapon of Choice, starring Christopher Walken), updates it for 2018 and pushes it even further

The takeaway: Repeating great ideas works if you can freshen them up