Client: Davines France
November 2020
Digital Campaign on Instagram - Click&Collect
#Jesoutiensmoncoiffeur
The 2020 lockdown had a devastating impact on the lives of small local traders. For this reason, Davines did not want to leave the artisans alone, preparing a digital campaign in support of them.
During the lockdown, Davines France launched a #click&collect campaign, an initiative to promote the shopping of Davines products from local hairdressing salons affiliated with the brand. Government restrictions prevented salons from grooming customers but allowed them to keep selling hair care products to local consumers.
During the lockdown, Davines France launched a #click&collect campaign, an initiative to promote the shopping of Davines products from local hairdressing salons affiliated with the brand. Government restrictions prevented salons from grooming customers but allowed them to keep selling hair care products to local consumers.
The Brief:
"In this emergency, we need an image that makes our affiliated salons feel not abandoned . We do not know what will happen in the next few weeks, but we will succeed in remaining together."
The campaign featured two stages.
Following the announcement of the national lockdown, the first phase came out as illustration content, a message of hope and encouragement for local businesses.
Following the announcement of the national lockdown, the first phase came out as illustration content, a message of hope and encouragement for local businesses.
I have proposed the broom plant, a shrub blossoming yellow flowers.
We needed a symbol of resilience that would give us strength and that was in line with the values of the brand (attention to the environment and people)
We needed a symbol of resilience that would give us strength and that was in line with the values of the brand (attention to the environment and people)
The plant - a shrub typical of Mediterranean vegetation - is ancient and resistant, capable of flourishing in the most hostile terrains, recalled by the celebrated Italian poet Giacomo Leopardi.
I always try to represent inclusiveness in each illustration, especially in the beauty sector, which often forgets to represent minorities. I committed to myself, and I was happy to work with a company that reflects my values.
In addition to the main image, I have prepared a media kit for the affiliated salons, complete with pictures for posts with an illustrated explanation on how to participate in the click & collect campaign and visuals for Instagram stories.
