Inside the fragrance parody from Born Bred Creative and The Inspired Unemployed

By Ruby Derrick | 2 November 2023

Born Bred Creative, in partnership with Taxi Films and The Inspired Unemployed, unveiled Inspiré by No. Emploi, a fragrance collaboration between the social media influencers and Chemist Warehouse.  

Born Bred Creative and Taxi Films, led by Justin McMillan, conceptualised a large-scale TVC that parodies traditional high-end luxury fragrance advertisements.  

The inspiration for the launch came to fruition after a chance meeting three years ago on a Kiama beach with the Inspired boys and Australian director, McMillan. 

Founder of Born Bred Talent, Clare Winterbourn, said it was MacMillan who planted the idea that the comedy duo launch a fragrance, and the team then ended up filming the commercial on the local beach in Kiama.  

As an influencer marketing agency, Born Bred Talent is now focusing on creating brands outside of social, says Winterbourn.

“Social is very oversaturated these days, especially TikTok – you're not getting the same cut-through you were two or three years ago,” she said. 

We’re focusing on developing different brands and identities for these creators. This was just another extension of what we’re working towards.” 

McMillan said tonally, his intention was to create scenes in the campaign that appeared intentionally absurd, making it clear to the audience that it was a parody of a high-end fragrance commercial.

"Fortunately, the Inspired Unemployed brand of humour effortlessly transitions into the realm of a luxury perfume film. I admire that the boys are donating their profits from the perfume sales to charity, and it was a privilege to contribute my time and experience to help bring this campaign to life," he said.

Born Bred Creative designed the bottle and branding of ‘Inspiré by No. Emploi’, encompassing the colours of local sunrises. 

Andrew Wareham, managing director of Taxi Films, together with Born Bred Talent, wanted The Inspired Unemployed to have fun with the content for the campaign, notes Winterbourn. 

“Everyone knows them as practical jokers, and humorous individuals. The initial thought was a satirical take on a fragrance launch,” she said. 

“The specific fragrance was designed in Madison Avenue, New York. Justin MacMillan took the novelty of the idea while keeping its original humour element to develop it into a high-class product of creative.” 

On the creative process behind the campaign, Winterbourn said anything the Inspired boys do is always extremely collaborative.  

“The creative process was very much handled with the Inspired boys and Justin, creating this idea together around Justin’s vision he had three years ago,” said Winterbourn. 

Born Bred Creative has also devised a charity alignment initiative which sees all proceeds from the fragrance sales directed towards helping Australians in need.  

Organisations focusing on individuals facing financial hardships such as those without funds for Christmas gifts, are encouraged to submit their stories. A portion of sales will then be distributed to those who could use a helping hand during challenging times. 

As manager of the pair, Winterbourn said The Inspired Unemployed will often get approached 20-30 times a week by different organisations and individuals wanting support or to raise awareness for their causes. 

“We had submissions from quite a few charities and we there was no way we would be able to decide who was more deserving than others. So we opened it up,” she said. 

Everyone is acutely aware of how tough everyday Australians are doing it at the moment in the current economic climate, says Winterbourn. 

“Sometimes the people who also need help aren’t actually aligned with a charity. It could be parents struggling with mortgage repayments and giving their children Christmas presents,” she said. 

“The Inspired boys wanted to put the message out there that it’s ok if people need to put their hand up and ask for a bit of help. That’s normal and it happens to all of us at some point.” 

The duo is encouraging organisations and everyday Australians to write in 50 words or less why they need a helping hand, notes Winterbourn. 

“The team will review submissions and then distribute the money where they can,” she said. 

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