This is an attempted brief from the D&AD New Blood Awards 2014.
Beauty Defined, a campaign by The Body Shop, that compares the beauty definition among us and the physically challenged. While we are busy struggling to meet the standards of beauty, the physically challenged are struggling to live like a normal person. This campaign aims to change the society’s perception of beauty by enlightening them to take a step back, stop trying so hard to be more beautiful than they already are, and start helping the physically challenged to feel beautiful.
The Client // Founded by Anita Roddick in 1976, The Body Shop is the original ‘natural and ethical beauty’ brand. All of their products are animal cruelty free and vegetarian. They were the first international cosmetics brand to be recognised under the Humane Cosmetics Standard. The Body Shop believes in fair trade, has long been a force for positive social and environmental change and have their own charity; The Body Shop Foundation.
Creative Challenge // Create a new visual language for their brand communications that reflects their pioneering spirit within the beauty industry and as a forward-thinking British brand.
Mandatory Deliverables //
• Four A2 poster designs, one for each of the following products: Body Butter, Nutriganics™ Drops of Youth, Colour Crush Lipsticks, White Musk® Eau De Parfum.
• One social campaign poster idea.
The Message // Definition of beauty changes for women with disabilities.
Beauty Defined, a campaign by The Body Shop, that compares the beauty definition among us and the physically challenged. While we are busy struggling to meet the standards of beauty, the physically challenged are struggling to live like a normal person. This campaign aims to change the society’s perception of beauty by enlightening them to take a step back, stop trying so hard to be more beautiful than they already are, and start helping the physically challenged to feel beautiful.
The Client // Founded by Anita Roddick in 1976, The Body Shop is the original ‘natural and ethical beauty’ brand. All of their products are animal cruelty free and vegetarian. They were the first international cosmetics brand to be recognised under the Humane Cosmetics Standard. The Body Shop believes in fair trade, has long been a force for positive social and environmental change and have their own charity; The Body Shop Foundation.
Creative Challenge // Create a new visual language for their brand communications that reflects their pioneering spirit within the beauty industry and as a forward-thinking British brand.
Mandatory Deliverables //
• Four A2 poster designs, one for each of the following products: Body Butter, Nutriganics™ Drops of Youth, Colour Crush Lipsticks, White Musk® Eau De Parfum.
• One social campaign poster idea.
The Message // Definition of beauty changes for women with disabilities.
Case Study //
Campaign Posters
Brochure
Electronic Direct Mailer (Teaser)
Electronic Direct Mailer (Actual)
Product Posters
Microsite Screen Design
