AHAVA – My Skin Reborn Campaign
MY ROLE – CREATIVE DIRECTOR:
strategic ideation // project management // casting // pre-production // photo shoot management & direction // image selection // post-production // design //
AHAVA brand can be found in over 30 countries worldwide, however, before our campaign the brand image was inconsistent; it ranged anywhere from over-the-counter to a prestigious brand.
Objective //
Create one worldwide brand idea and communicate AHAVA as a high-end brand.
Execution //
After thorough research in the skincare realm, we created a simple, direct and impactful brand idea: “My Skin Reborn”. Using the possessive in the first person singular – My – we broadcast a very personal message, using it to introduce the various products lines. Using visuals with a mystical quality and focusing on products from the EXTREME face care series, the brand’s most advanced flagship line, the campaign communicated AHAVA’s new high-end positioning.
Results //
The campaign was launched in Israel and overseas and to date the brand sales are showing impressive growth around the world. With fewer points of sale AHAVA is selling far more products than before. Rebranding has enabled AHAVA to penetrate new markets around the world in addition to selective distribution points that were previously blocked. AHAVA products can now be found at Sephora, Nordstrom, Lord & Taylor, and other prestige points of sale.
AGENCY: Saatchi & Saatchi BBR
Yossi Lubaton, CEO
David Kosmin, VP Strategic Planning
Guy Gordon, Senior Strategic Planner
Maya Salomon, VP Client Executive
Miri Patrenko, Creative Director
Elinor Gorenstein, Senior Account Manager- International Department
ULA Brand Design by Avigail Marsha, Rebrand Designer
ART DIRECTORS: Daphne Orner, Tzahi Pitovski
COPYWRITER: Julia Fermento
STILLS PHOTOGRAPHER: Eyal Nevo
IMAGE RETOUCHING: Eyal Orly
FILM DIRECTOR: Guy Sagi