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The new era of advertising.
Rituals Cosmetics
Cultivating kindness
Background
In Rituals philosophy, kindness plays a major role in creating a soulful life, but this wasn't visible yet.
Ask
Connect the brand Rituals with kindness.
Approach
Cultivating kindness. If you truly want to claim kindness as a brand, you need to build brand credibility. Therefore we chose to block out all commercial content from @ritualscosmetics and solely focus on kindness. Together with Rituals we created a stage where kindness can be chosen, nurtured, and lived.
Result
It created hundreds of fresh perspectives via social, out on the streets and at all Rituals offices worldwide.
Creative Direction
Strategy
Social Campaign
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