‘Beauty in the Community’
Creative direction
A week before we were due to go into production for a different Treatwell campaign, we went into lockdown. Treatwell and the entire salon industry ceased trading. By the time we emerged, that same campaign no longer felt relevant. Instead the message we really wanted to put out to the world was about solidarity and support for salons.
To help rebuild the industry, and with a completely different landscape, we needed a drastically different approach to both the creative and media buy.
Outdoor assets
Fly-posters
With hyper-local targeted outdoor creatives, for the first time, we celebrated our salon partners over our own brand. Instead of photography, we kept it bold and typographic to really hero the message.
Digital screens
Guerilla
Copywriter: Rachel Spedding
Design and Artwork: Emily James
Motion Designer: Pietro Sidelli
(Unfortunately, although the campaign launched in France, Germany and The Netherlands, we cancelled the launch in the UK with the impending second lock down.)