Because being beautiful is about what you do, not how you look.
Opportunity
The Body Shop gave resources to WSPA (The World Society for the Protection of Animals) to drive awareness for a cause of their choice through in-store promotion and a digital campain focussing on a website to collect signatures.
Aim
To gather as many signatures as possible for the Universal Declaration of Animal Welfare (UDAW).
Concept
When you do beautiful things, you are beautiful... translating to "you can use this ink to make yourself beautiful by signing the UDAW". We placed ink in-store as a beauty product and used drawing your friends with ink as a way to encourage social sharing.
Visitors arrive at a microsite where they find an ink pot and quill pen, and are invited to draw pictures of their friends. They're able to share the pictures along with a link to sign the declaration. The ink was sensitive to the users' actions, it became thicker with pressure and pauses.
1 in 3 customers signed and the campaign was taken up by an additional 460 stores in North America.
Client:WSPA with The Body Shop
Role:Art Direction
Type:Integrated Campaign
Microsite
In-store
Effectiveness
%
participation in-store
signatures
%
of customer goal
%
return visits online
Awards
ADMAOut of home: Silver
The CaplesAmbient Guerilla Marketing: Bronze
Branded Web site: Finalist
MADC Awards Best Direct Response Advertising: Silver