CREATING A COMMS STRATEGY

'MAKE PEACE WITH YOUR SKIN'

CREATIVE DIRECTOR, DOVE DERMA SERIES

CREATIVE DIRECTOR, DOVE UNILEVER

CREATIVE DIRECTOR, DOVE DERMA SERIES

Leading the creative on the global product launch for Dove DermaSeries - a skin care range developed for people with chronic skin conditions. The brief was to develop a launch campaign with purpose and authenticity at it’s heart to successfully connect with a sensitive and guarded audience, and help Dove transition from the “beauty” category into “therapeutics”.

Working solo with a brand strategist, my role was Creative Direction, Art Direction and Designer.

Leading the creative on the global product launch for Dove DermaSeries - a skin care range developed for people with chronic skin conditions. The brief was to develop a launch campaign with purpose and authenticity at it’s heart to successfully connect with a sensitive and guarded audience, and help Dove transition from the “beauty” category into “therapeutics”.

THE IDEA ‘Make peace with your skin’ builds on the insight that living with a skin condition is like being at war with the skin you live in. Targeting the mental stress and anxiety caused by the physical condition is the key to physical recovery. It's only when you reach acceptance and 'make peace with your skin' that the healing can begin.

The campaign heroes the stories of six women who’ve gone through the emotional journey and come out the other end, stronger than before. The key visuals futured empowered portraits shot by the amazing fashion photographer Amy Troost, capturing each individuals unique essence.

The campaign heroes the stories of six women who’ve gone through the emotional journey and come out the other end, stronger than before. Our key visuals futured empowered portraits, shot by the amazing fashion photographer Amy Troost, capturing each individuals unique essence.

Deliverables included messaging variations strecthing between functional product information to more emotive, including copylines with personal messages from the the real women featured in the campaign.

Deliverables included messaging variations strecthing between functional product information to more emotive, including copylines with personal messages from the real women featured in the campaign.

CREATIVE PR VEHICLE Working with a small media and production budget, we needed a highly PR-able marketing asset to create buzz. We came up with the idea of publishing a coffee table book to work as our creative vehicle.

Collecting all the our hero stories in one place, with additional expert advice - and using the power of the Dove master brand to help build awareness through the talkshow and radio circuits.

Utilizing e-commerce to provide extra value for the audience by bundling the 'Make peace with your skin' handbook with product purchases.

SUPPORTING CREATIVE Additional deliverables included a full suite of branded PR activities, ambassador activities on social and creative executions to differentiate Dove DermaSeries by demonstrating a true understanding and empathy for the person under the skin condition. Examples of the creative executions included:

Knowledge being the key component to healing process - a branded 'Skin School Series' explaining things in human terms.

A key component to healing is knowledge - a branded 'Skin School Series' explaining things in human terms.

Itching is one the key aggrevators to a breakout - a wearable device to promote habit reversal in sufferers.

Itching is one the key aggrevators to a breakout - a wearable device to encourage habit reversal in sufferers.

And a HeadSpace collaboration to manage the skin-mind-health.

BRAND BOOK As a final deliverable, a global brand book complete with visual and TOV guidelines for the local markets to use when activating the launch campaign.

BRAND BOOK As a final deliverable, a global brand book complete with visual and TOV guidelines for all the local markets to use when activating the launch campaign.