'Jo Malone London' Teams Up with Tom Hardy for Airport Campaign in Asia

Jo Malone London, part of The Estée Lauder Companies, has launched an impressive new campaign featuring British actor and producer Tom Hardy for its latest fragrance, Cypress & Grapevine Cologne Intense.

This high-profile partnership sees Hardy as the face of the fragrance, promoting it through an extensive airport campaign at Seoul-Incheon Airport in South Korea and Hong Kong Airport in China.

Notably, Jo Malone London has secured the ICONIC Twin Towers new digital sites and 23 M height Giant LED at Seoul-Incheon Airport for this initiative.

The Campaign: ‘The Exceptional and The Contradictory’

The London-born actor, known for his cerebral performances that reveal his depth, complexity, and versatility, aligns perfectly with the essence of Jo Malone London. The brand highlighted the natural synergy between Hardy’s British roots, his playful yet profound creative demeanor, and his commitment to social impact and mental health advocacy. “Tom was an obvious choice as our male ambassador for Cypress & Grapevine Cologne Intense,” said Jo Malone London in their announcement.

Airport Campaign: Reaching a Global Audience

The campaign’s strategic focus on major international airports underscores Jo Malone London’s aim to reach a diverse, global audience. By choosing Seoul-Incheon and Hong Kong Airports, the brand taps into two of the busiest travel hubs in Asia, ensuring high visibility for the campaign.

At Seoul-Incheon Airport, the ICONIC Twin Towers' new digital sites will feature captivating visuals of Hardy against the iconic London nightscape. These state-of-the-art digital billboards will create an immersive experience for travelers, highlighting the elegance and sophistication of the Cypress & Grapevine Cologne Intense. The choice of these prominent locations underscores the brand’s commitment to making a significant impact and engaging with a broad audience.