100 Allies
Brand Identity, Pro Bono
Understand First
Free The Birds partnered with The Body Shop to create an inclusive and uplifting campaign that brought warmth, vibrancy and self-love to the coldest time of year. Centred around one of the brand’s most iconic products — Shea Body Butter — the campaign positioned this deeply nourishing ingredient as the ultimate skincare essential for winter. The work sought to reawaken affection for a nostalgic favourite while reminding customers of its rich, healing properties. The aim was to reconnect the brand’s audience with a product they may have forgotten, and reframe it as a daily ritual of indulgence and care – from top to toe.
Free The Birds developed a bold, warming creative platform that positioned Shea Butter not just as a product, but as a moment of deep self-connection and care – the antidote to winter’s harshness. Anchored by playful campaign lines such as ‘In a nutshell, it’s nourishing’ and ‘Winter do your worst’, the tone was defiant, joyful and indulgent, echoing the brand’s Christmas campaign while carving out a distinct space for January’s “good excess.”
Hero visuals showcased the butter’s rich texture, the shea nut itself, and the women of Ghana who have handcrafted the ingredient for generations – celebrating The Body Shop’s long-standing Community Fair Trade partnership and giving a face to the product’s origins. The message was clear: this isn’t just skincare, it’s a shared legacy of nourishment.
The campaign was executed across The Body Shop’s owned channels – stores, CRM, e-commerce and paid digital – with assets tailored to encourage add-to-basket behaviour and remind audiences of the nourishing power they’ve always known, but may have forgotten. It was a vibrant call to reconnect with your body, to choose joyful, nourishing rituals, and to view Shea not as a throwback, but as a timeless hero, and an everyday essential.
