Lockdown Lines
2020 aged us all, but No7’s core audience of women aged 45+ who balance careers and children were disproportionately impacted. During lockdown, our customers noticed new “lockdown lines” but no one was talking about these signs of ageing.
While our competitors were trying to sell youth, we saw an opportunity to create a safe space for control. Acknowledging the real causes of wrinkles allowed us to shift the self-care conversation.
The gamble paid off: the “lockdown lines” campaign generated an 805% sales lift by highlighting women helping other women. No7’s Line Correcting Booster Serum became, and remained, the top selling product in revenue, profit, and volume on Boots.com. And 40% of these customers were entirely new to Boots. Making No7 Laboratories profitable for the first time in 2 years.
PROJECTS
M+C Saatchi UK’s LGBTQIA+ group ‘PROUD’ and Bauer Media Outdoor Europe have launched ‘Pride is Everything’, a new multi-market campaign created with LGBTQ+ communities across Europe.
Running on out-of-home sites across the UK, Belgium, Ireland, the Netherlands, Norway, Denmark, Finland, Sweden, and Poland, the campaign rejects the increasingly homogenised portrayals of Pride often seen during Pride season in favour of something more authentic: a portrait of queer life created by the people living it.
Queer creators, community members, allies and families were invited to share their own images, stories and experiences of Pride. Disposable cameras were also distributed across Europe, giving LGBTQ+ people the opportunity to document Pride through their own eyes and on their own terms.
The resulting work captures moments of joy, love, friendship, family, protest, celebration and everyday life, revealing the infinite ways queerness is experienced across Europe.
At a time when queer communities are increasingly being spoken about, 'Pride is Everything' hands the conversation back to the people at its heart.
Created from images and stories shared by LGBTQ+ people, allies and families across Europe, the campaign celebrates Pride in all its forms, from the extraordinary to the everyday, while ensuring the people behind those stories are seen, credited and elevated.
A motor finance campaign for the Financial Conduct Authority that swapped conventional financial services advertising for epic bonnet slides, turning making a claim into a moment of confidence.
We published an issue of Vogue created by and dedicated to women over 50 with the aim to solidify that age should no longer be an issue in culture. It racked up a couple Lions and 20+ shiny things.
L'Oréal Paris has always believed that everyone is worth it, whoever you are, wherever you're from. Partnering with The Prince's Trust to empower young people with the tools they need to develop their confidence and self-worth.
