Perfumes usually communicate in a traditional and glossy way. In the case of the new fragrance “Ducati Fight For Me” there was a need to break the usual scheme using a new way to reach the target audience. The Ducati Fight For Me project, designed for the French company Perfume Holding, was born to actively involve the target with an interactive film on the Web, where every internet user was called to make choices letting himself be guided by instinct or rationality. An articulated project where branded content film production, entrusted to established film professionals, has been supported by a successful digital and social campaign, entirely designed and realized by Movantia – XP Digital Experience. The story was created to be interactive, then to make each user decide, along the narrative path, what their ending can be after making the required choices at the end of the various clips of the interactive film. The protagonist is a boy torn between the love of a girl in love with him and the sudden passion for a biker with a brazen and sporty beauty. Who to choose, instead of the protagonist or the two challengers, is up to the internet users. Everyone says to the interactive viewer: “Fight For Me”, the name of the new fragrance branded Ducati, precisely. But only one is the choice awarded by the film. Movantia was awarded the creativity of this interactive film with an Interactive Key Award in 2012.