Avon Packaging
Brand Strategy, Brand Identity, Packaging Design, Artwork
Understand First
Tik Tok and Instagram are the playgrounds of Gen Z’s growing cohort of skincare routine sharers. Olay wanted to achieve greater resonance with this group as well as build on the social media success of Super Serum. Free The Birds were tasked with creating and producing an intrusive, impactful, irreverent campaign which promoted Super Serum along with Retinol 24 as your nightly skincare double-act.
The campaign included more than 20 unique pieces of content, each of which required their own scripting and visuals, but which came together to act as part of a harmonious overall voice
Free The Birds’ work used Olay’s product visuals to execute a new creative vision and provide an elevated look and feel which gave the campaign an identity in and of itself – all whilst honouring the trusted and memorable identity of the iconic brand as a whole. The team brought balance to the heavyweight focus Olay had given to the Super Serum, to bring an elevated presence to the accompanying Retinol24 product which as a duo, formed the ‘Great in Bed’ powerhouse.
