Lace Be Honest
Amsterdam Fashion Institute | Client: Hunkemöller | 2022 | Art direction, concept creating, graphic design, creative strategy
The brand was looking for a way to promote this new line to Gen-Z girls and made this our task. The strategy should be focused on sustainability and definitely avoid greenwashing. We have kept these elements in mind while creating a 360 campaign for Hunkemöller.
For our concept, our main insight was that: younger Sheroes will act green once brands stop sugarcoating their sustainable journey. This insight led to our strategy where we focussed on honesty in a playful and funny way.
Together with: Dani van Bilsen and Aïcha Idrissi
Poster campaign for the collection
Next to the elements, we have shown in the video, we also created a new care label and hangtag for the special Josefina collection. These labels will show the target audience the non-sustainable elements of the product in a funny way and show how to save the product and the planet for a lifetime.
Lace Be Honest is a 360 degree campaign, therefore using different media strategies such as posters, influences and the Josefina AI Bot. One of our most important strategies to get earned media is our Josefina AI Bot. She will let some heads turn by her sassy honest answers.