Challenge & Solution:
Each year, more than 145 million greeting cards are exchanged, contributing significantly to landfills. So, how does a sustainably minded beauty brand address this environmental impact during one of the most significant holidays? By bringing their mission to create a cleaner, greener, more beautiful planet to life.
We reimagined the conventional media buy in People magazine, introducing something innovative. Our print ad was crafted not just as a brand awareness piece but also as a Valentine’s Day card. The foldable page could be transformed into an origami heart, offering a sustainable alternative and encouraging #smallactsoflove. Through our Instagram post, we promoted the page, achieving remarkable engagement and receiving overwhelming editorial success.
Result:
Over 35+ million impressions.
1 out of every 10 people in the US.
Responsibilities:
Art Direction
Design Direction
Creative Director:
Roxanne White
Copywriter:
Emma Wallace
