Live Brief: Create a brand campaign for The Body Shop to reinstate its position as the original pioneer of ethical beauty.

Rationale: I sensed the The Body Shop felt it has lost its original identity in recent years, and especially since its take over by L’Oreal. 
Rather than completely reinventing the brand, I wanted to reinstate its original identity and take the brand ‘back to basics’. 

In Anita Roddick’s autobiography, she talks of the artists that inspired her and had influence on the original identity and my solution is based on this.
By using the masterpieces of these artists, the campaign reinvigorates the original essence of the brand that Anita imagined.

Solution: The campaign is focused around 5 posters, each representing one of The Body Shop’s 5 core values: Against Animal Testing, Activate Self-Esteem,
Protect Our Planet, Defend Human Rights and Support Community Trade. By using Anita’s bigraphy as a source for research, I was able to allocate
each value with a piece of work by an artist she was inspired by.

Adding humorous and clever copywriting has added a contemporary and refreshing twist to the identity, reinforcing The Body Shop’s 
unique voice as a brand. 

The nature of the campaign means it is very versatile. The posters can be displayed in store to reinforce the brand values right on the doorstep
 of the company. The large gold frames make for an eye grabbing shop frontage, helping to encourage customers to go inside and rediscover the brand.

The posters are equally valid outside of The Body Shop stores in more conventional advertising spaces. Particularly when presented in real gold frames, the campaign is particularly eye
catching.

The masterpieces were also chosen for their use of colour, reflecting The Body Shop as a bright
 and vibrant brand. The typeface was also specifically chosen to create an informal and friendly feeling.

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