Knowledge can save your skin
Paula Begoun is a beauty expert, author and founder of Paula’s Choice Skincare. Well-known in the United States, totally unknown in Europe. Her products are research-based, telling the truth about skincare. In other words, offering knowledge that can literally save your skin.
The campaign for Paula’s Choice Skincare was launched with a poster campaign, using all the questions women were asking about skincare.The factual answers were provided on the website homepage by Paula herself. Over the next five years the campaign evolved.
Testimonials from women about skincare, inviting women to join the skincare movement and learning from customers about their skincare issues.
Always with skincare knowledge as the basis.
The words on the street
In Germany The Economist has an awareness of 43% but a readership of less than 0.5%. That needed to change.
We know our potential readers like reading. So, we gave them something to read. In fact, we gave them a lot to read. We worked together with the media company and editorial staff of The Economist, writing articles to create a smart match with the media. We focused on Berlin.
Sales in Germany outperformed the rest of Europe by 6.3%. The campaign won two Cannes Bronze Lions, three nominations at the ADCN (Art Directors Club Netherlands), Silver at Epica and a Eurobest Bronze.
Fine dining for cats and dogs
Jerry Xu, the owner of the largest Chinese pet food brand, wanted to create a new brand outside of China. Combining the latest scientific research with the wisdom of Chinese medicine. We created the name, packaging, branding, marketing and advertising for VIGOR & SAGE. Positioning the food as a high-class fashion brand with food photography so good, you would almost (almost) want to eat it yourself.
Within a year, the brand was the biggest seller in Norway and was also introduced in Germany, France, Italy and the Netherlands. The brand has also been launched in China and positioned as a Western pet food brand!
What had the Dutch government been smoking?
A fair question to ask, when ministers offered a coffee shop owner, Paul Wilhelm, the chance to talk in the Dutch Parliament. Why? After all, you’re not allowed to communicate coffee shops. Not in advertising, not on business cards, not even on the window of the coffee shop itself.
Take a small step back in time, to eight months earlier. That’s when Paul sat down with Robbert Jansen and shared his communication problem: “What can I do, when I’m not allowed to do anything?” Two weeks later Robbert came back with the answer: “If you’re not allowed to communicate, why not educate?” Ten posters in Paul’s coffee shop, with ten tips, teaching teenagers and tourists how to handle a joint.
Educative but also communicative, using visuals with no headlines. The coffee shop’s name: the Dampkring (vapour ring), translated into an iconic visual device with smoke rings.
A message to the United Nations
Still the unanswered question: why was Paul Wilhelm talking to parliament? Because smoking weed is a big issue in the Netherlands. And impossible to discuss, due to the legal restrictions imposed by the European Union. This poster campaign was a way of helping people handle marijuana without a tussle with Brussels. And it didn’t stop with the Dutch Parliament, Paul also sent his message to the United Nations Commission on Narcotic Drugs.
Paul Wilhelm, from being considered a criminal, had become an authority on drugs reform.
Knowledge can save your skin
Paula Begoun is a beauty expert, author and founder of Paula’s Choice Skincare. Well-known in the United States, totally unknown in Europe. Her products are research-based, telling the truth about skincare. In other words, offering knowledge that can literally save your skin.
The campaign for Paula’s Choice Skincare was launched with a poster campaign, using all the questions women were asking about skincare.The factual answers were provided on the website homepage by Paula herself. Over the next five years the campaign evolved.
Testimonials from women about skincare, inviting women to join the skincare movement and learning from customers about their skincare issues.
Always with skincare knowledge as the basis.
The words on the street
In Germany The Economist has an awareness of 43% but a readership of less than 0.5%. That needed to change.
We know our potential readers like reading. So, we gave them something to read. In fact, we gave them a lot to read. We worked together with the media company and editorial staff of The Economist, writing articles to create a smart match with the media. We focused on Berlin.
Sales in Germany outperformed the rest of Europe by 6.3%. The campaign won two Cannes Bronze Lions, three nominations at the ADCN (Art Directors Club Netherlands), Silver at Epica and a Eurobest Bronze.
Fine dining for cats and dogs
Jerry Xu, the owner of the largest Chinese pet food brand, wanted to create a new brand outside of China. Combining the latest scientific research with the wisdom of Chinese medicine. We created the name, packaging, branding, marketing and advertising for VIGOR & SAGE. Positioning the food as a high-class fashion brand with food photography so good, you would almost (almost) want to eat it yourself.
Within a year, the brand was the biggest seller in Norway and was also introduced in Germany, France, Italy and the Netherlands. The brand has also been launched in China and positioned as a Western pet food brand!
What had the Dutch government been smoking?
A fair question to ask, when ministers offered a coffee shop owner, Paul Wilhelm, the chance to talk in the Dutch Parliament. Why? After all, you’re not allowed to communicate coffee shops. Not in advertising, not on business cards, not even on the window of the coffee shop itself.
Take a small step back in time, to eight months earlier. That’s when Paul sat down with Robbert Jansen and shared his communication problem: “What can I do, when I’m not allowed to do anything?” Two weeks later Robbert came back with the answer: “If you’re not allowed to communicate, why not educate?” Ten posters in Paul’s coffee shop, with ten tips, teaching teenagers and tourists how to handle a joint.
Educative but also communicative, using visuals with no headlines. The coffee shop’s name: the Dampkring (vapour ring), translated into an iconic visual device with smoke rings.
A message to the United Nations
Still the unanswered question: why was Paul Wilhelm talking to parliament? Because smoking weed is a big issue in the Netherlands. And impossible to discuss, due to the legal restrictions imposed by the European Union. This poster campaign was a way of helping people handle marijuana without a tussle with Brussels. And it didn’t stop with the Dutch Parliament, Paul also sent his message to the United Nations Commission on Narcotic Drugs.
Paul Wilhelm, from being considered a criminal, had become an authority on drugs reform.