Title | BRAND REVOLUTION |
Brand | DOUGLAS |
Product/Service | RETAIL STORE |
Category |
D07. Corporate Purpose & Social Responsibility |
Entrant
|
PARFUMERIE DOUGLAS GMBH Düsseldorf, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
PR
|
PR + PRESSEAGENTUR TEXTSCHWESTER Düsseldorf, GERMANY
|
Production
|
TEMPOMEDIA Hamburg, GERMANY
|
Production 2
|
ANORAK Berlin, GERMANY
|
Post Production
|
2WEI MUSIC Hamburg, GERMANY
|
Credits
Franziska Duerl |
Jung von Matt AG |
Strategy |
Jessica Buch |
Jung von Matt AG |
Strategy |
Jens Pfau |
Jung von Matt NEXT ALSTER |
Film, Print |
Anna Lichnog |
Jung von Matt NEXT ALSTER |
Film, Print, Digital |
Jörg van der Vegte |
Jung von Matt NEXT ALSTER |
Film, Print, Digital |
Christiane Köppl |
Jung von Matt NEXT ALSTER |
Film, Print, Digital |
Pia Westhus |
Jung von Matt NEXT ALSTER |
Film, Print, Digital |
Anusha Atreya |
Jung von Matt AG |
Print |
Julia Mecklenburg |
Jung von Matt NEXT ALSTER |
Film, Print, Digital |
Katrin Schröder |
Jung von Matt NEXT ALSTER |
Film, Print, Digital |
Nikita Kuhnke |
Jung von Matt NEXT ALSTER |
Film, Print, Digital |
Camilla Szilagyi |
Jung von Matt NEXT ALSTER |
Concept |
Please tell us how the brand purpose inspired the work
Douglas believes that the conventional beauty industry and its traditional beauty standards are outdated. Along the underlying brand purpose of celebrating TRUE beauty, the campaign sees its mission in breaking with traditional beauty standards and challenging the misleading image of beauty conveyed by the industry. The campaign seeks to change the way the beauty industry promotes beauty and give power back to the public. LET'S DO BEAUTIFUL is not just a campaign, but a reflection of a brand purpose that reminds the public that all they truly need to do to be beautiful is to do beautiful.