When our agency was chosen to develop a digital campaign for Avène’s newest product on the Australian market – a tinted BB Cream for sensitive skin – I was chuffed to lead the creative.
We were inspired by the #nomakeupmakeup trend in the beauty blogosphere, as well as the brand’s down-to-earth ethos. We crafted a campaign and messaging that did not shame our target audience into hiding their flaws, but rather to embrace their natural beauty.
Featuring both influencer and user-generated content, plus a competition to drive engagement, the #youfilter campaign was later expanded into the New Zealand market.
Studio: Heard Agency