Dentsu Creative ANZ and RMIT have come together to immerse the next generation of creatives on a mock brief for L’Oreal. Giving each student a chance to nuance a hypothetical brief and ultimately pitch their work back to an expert DC panel, each presentation covered concepts, insights, executions and more. The learning experience will help build familiarity in the industry and guide their careers for years to come.
The BRIEF:
GET beauty-loving Australian U35s (Gen Z)
WHO perceive L’ORÉAL as dated, linked to an older generation
TO view L’ORÉAL as a brand tailored for them
BY reinventing the brand to instill a sense of personal worth and relevance
LAUNCH
The sensory installations educate and raise awareness about the neurodivergent experience.
Performances and entertainment provided by our neurodivergent ambassadors embrace and celebrate the unique and fascinating aspects of the neurodivergent community.
The images below are the PR invitations that will be sent to both neurodivergent influencers and lifestyle influencers. This will create traction for the dual purpose campaign; to raise awareness but also give the neurodivergent community a platform.
ACTIVATE
The Masterclass series will create a sense of community and show L’Oreal is committed to making a change in the beauty industry.
The product guide will showcase the best products for you and your sensitivities, making self-expression through makeup as accessible as possible and, in turn, improving your self-worth.
Gen Z is highly digitally connected, and leveraging platforms like TikTok engages them where they spend much of their time. Gen Z also appreciates compelling narratives. The TikTok documentary series and personal stories featured in the campaign provide digestable and emotional content that resonates with this generation.
In a group collaboration with Max Mathieson (copy writer), Will Koren (art director) and myself (art director)