L'OREAL

(adjective): "made of gold", "golden", "adorned"

"i'm giving myself 6 months to get my body back"

This was just one of the many shocking but intriguing declarations made by my recently postpartum sister. But as I thought about it more and dug a little deeper, I realized how normal it is in our society to use phrases such as "bounce back" and "get my body back".

audience:

The “New Mom” feels pressured from all fronts to “bounce back” fast, but mostly from herself. She is living in a dichotomy where she wants to love her body but is dissatisfied with it.

insight:

“I wish my body would go back to what it was before”.

strategy:

By creating a positive narrative surrounding postpartum body image, L’Oreal will empower postpartum moms to love their body for what it is and what it has done.

Loreal_Social_RB2.png

social

  1. Recognized behavior among postpartum women

  2. Did a deep dive into research by conducting secondary and primary research

  3. Identified key insights

  4. Researched and identified brands that could have a voice in the issue (L'Oreal was chosen because of their authority in the beauty industry and room for taking a position on social issues regarding beauty) 

  5. Developed a creative strategy

  6. Pitched the idea to the creative team

  7. Worked "in the trenches" with the creative team through completion

the strategic process

CREDITS

Director: Josh Lee

Director of Photography:  Liv Johnston

Art Director: Sarah Gledhill

Copywriter: Emily Vanderwerken

Strategist/Art PA: Lili Maero 

Producer: Leah Nelson

AWARDS 
2021 ANDYs Shortlist
2021 National ADDY Gold - Television Advertising
2021 National ADDY Silver - Copywriting
2021 District Student Best of Show
2021 District Gold ADDYs x2
2021 District Silver ADDYs
2021 Utah Silver ADDYs x3: Copywriting, Art Direction, TV Single Spot