WHEN PLACES MEET COLORS, LIPSTICKS TELL STORIES.
WHEN PLACES MEET COLORS, LIPSTICKS TELL STORIES.
Insight
This campaign was the revealing of Biotherm new brand ambassador: Lay Zhang.
Lay has 27 million Weibo followers watching his every move. At 26, he’s the very definition of #AchieveMore.
Signing on for Biotherm Homme, Zhang, and his almost otherworldly skin, will represent the brand in Asia.
Mission
Create impactful concepts and copies for the 360 European & Asian campaign T-Pur & AquaPower by Biotherm,
starring Lay Zhang.
How
- Impactful big idea & hashtag of the campaign (Print & TVC)
- Strong tone of voice establishing the idea of self-achievement (TVC & Social assets)
- Create meaningful phasing on social media introducing Lay as the new brand ambassador
Print / T-Pur
(Europe & Asia)
Compelling tagline with a strong tone of voice focusing on self-achievement and skin results.
New Video
TVC
T-Pur (Europe & Asia)
Strong storytelling focusing on self-achievement and linked to the ideal of perfect skin.
Here, Lay reaches the top of the cliff but also his perfect skin. He achieves it all.
TVC
AquaPower (Europe &Asia)
Strong storytelling focusing on rising up and linked to the ideal of perfect skin.
Here, Lay pushes back boundaries and rises to his perfect skin.
.
Digital assets
Instagram Story (Europe)
Weibo (Asia)
Keeping consistency with the tone of voice.
Here Lay reaches the top to deliver an aspirational message to his community.
New Video
(Europe)
I imagined the storytelling of the grid in accordance with our phasing: Teasing & revealing of the Biotherm new brand ambassador. Powerful statements and short editing videos also composed this grid. I was also in charge of maintaining a strong tone of voice regarding the captions.
