More than just lucky numbers, that’s also when Prince launches his new perfume, 3121, with a charity concert event held by Macy’s. We helped Macy’s pitch the idea.

Accompanying the concert and fragrance launch is a 24-hour online charity event (starting at midnight). 7% of the online purchases and 7% of the concert tickets go to 7 charities selected by Prince—they’re aiming to raise $500,000 that night.

In designing the pitch with Macy’s, we didn’t use any ylang ylang, but we did try to distill the essence of Prince and his art. Here’s a taste of our work.

Catch the performance at Macy’s flagship Minneapolis store.