MONDAY 21 JUN 2021 2:38 PM


Fragrance and lifestyle brand Earl of East created a new campaign showcasing its new range of candles inspired by refugees’ memories of home. The creative strategy was developed by Uncommon Creative Studio and worked to increase consumer awareness of the organisation’s charitable partnership.

The film was directed by Syrian filmmaker and rights activist, Hassan Akkad, and released to coincide with Refugee Week 2021. It opens with the statement ‘Every two seconds, a person is forced to flee their home,’ before introducing three individuals, Vanessa from Nigeria, Majid from Iran and Iman from Syria.

Earl of East has created three scents, each inspired by the stories of the three refugees. Using a combination of interview footage, the emotive video shows the refugees describing the smell of their home, cut between high definition shots of the ingredients and smells that are mentioned.

This video showcases the innovative product and the brand’s charitable partnership, as all profits from the collection are being donated to refugee charity, Choose Love. By focusing on the stories of three refugees living in Britain, it has created an incredibly moving and personal campaign told through authentic human storytelling.

The campaign will run in print and digital, with a window display in at the flagship London store.