Client partner: Lancôme
Campaign: Nationwide Jenny Packham Gift with Purchase Promotion
Following the success of previous work done for L’Oreal Professionnel, d.fferent was invited to pitch for Lancôme’s latest campaign. With a combination of high impact visuals and an understanding of the client, we won the campaign.
In Spring 2013 Lancôme teamed up for a second time with renowned fashion designer Jenny Packham to design a bespoke gift for their Spring/Summer 2013 gift with purchase promotion, launching in department stores nationwide from the 1st June.
Working with Jenny Packham’s distinctive prints, we decided to create three high impact routes to compete in the busy environment of department store cosmetic counters. Using specialised product photographer Mike Slawski we produced more dynamic visuals than Lancôme had used in previous campaigns. Moving away from their usual static style helped make the campaign striking and able to compete with other displays.
In order to create buzz around the gift, it was a Harvey Nichols exclusive from 18th May until 1st June. It was then rolled out in department stores nationwide.
Taking inspiration from Jenny Packham’s designs and Spring/Summer 2013 catwalk show we presented three initial concepts, utilising a range of creative styles and photography treatments, and all of which offering high impact.
Working closely with a photographer we then commissioned photography of the individual products in line with the chosen visual, products were then re-touched to photo finish quality.
The final visual, approved by Jenny Packham, was then adapted across the following formats:
- Digital media
- Retailer Websites
- Social Media