Brief
Pure Algae 3 in 1 make up remover
Yves Rocher’s Pure Algae is more than a make up remover, it could also hydrates and repairs skin at the same time. The brand wanted to raise awareness on this special product and drive across Singapore, Malaysia, Mongolia, The Philippines, and Indonesia. Targeting urban active women 25-40 yo and conscious adults (male female who are eco-conscious).
Use passcode “i12c” to view the announcement video.
Creative Direction
Uncover to Discover
Wearing makeup or protective skincare are almost common in most women in Asia. As a brand that celebrate natural beauty, we want to encourage the audiences to uncover and reconnect with their most natural self, and discover true confidence within.
The campaign headline also relates to the product attribute as a make up remover (uncover), while hydrate and repair the skin to achieve natural beauty (discover).
Due to budget constraint, we have came up with a KOL social selling campaign that managed to help client achieve a ROI of more than 600%. Official channel focuses on awareness and official announcement, while the KOL channels deliver relatable contents to their communities, expose the brand and product to new users, while recruiting new followers.
Art Direction
Positive and Negative Space – Following the design elements shared by client, we came up with an art direction that reflect closely to the idea of Uncover to Discover, with half of the talent’s face covered, while revealing the other half that is positive and confident.
Creative Efficiency – To make sure our visual communications are consistent, we have set up master templates to apply across all channels. While this also provide a good efficiency with less creative variants.
KOL Communication – Talking points and story scripts were crafted by our team for the KOLs as well, while allowing them to add personal touch.
Creative Direction – Darren
Art Direction – Nareswara Widito
Motion Graphic Artist – Ryan Anzary
Project Management – Maggie Tsang
Media – Astrid Boulle & Catherine Lim
