The Body Shop:

A live creative brief by D&AD that I have chosen to tackle for my personal project.  The subject of this brief, being ethical beauty promotion, links to my dissertation on "Mediated Ideals (A study of the relationship between fashion and beauty consumption and self esteem)."  I think it will be perfect for tying my written work and my studio practice together.  In my last feedback session Clinton suggested I looked into more social and political campaigns with a view to future practice.

The brief:

"Create an unconventional brand campaign for

The Body Shop to reinstate its position as the original pioneer of ethical beauty."

• Tone: Opinionated, maverick, honest, cheeky, challenging and unique - not safe and inclusive.
  
• Target: Men and women of all ages, who purchase cheap products or products that have not been ethically sourced.
  
• Considerations:

1. The Body Shop is non-conformist, a pioneer for ethical beauty and justice around the world.
   
2. Medium and concept should be outside the conventional approach of other campaigns.
   
3. Does it stand out from competition?  Could it be confused with any other brand?
   
4. Is it impactful?  
   

Below, are three sourced examples of what I think the brief are looking for in terms of a voice with an opinion, though they could exude a bit more vibrancy.  The last one I think is cleverer because it is less expected and is something that most women will relate to something they have said and thought about it in the past.  The Body Shop use colour in a very simple way, often only one at a time.

I can tell that The Body Shop obviously attempt Art Direction with seriousness but they could be better executed and more aesthetically pleasing.  The ideas/tags/images run along the correct lines but they just seem a little put together and could be slicker.

Break The Silence on Domestic Violence - I think this is a poor effort.  It is safe, could easily belong to any high street brand and is rather uninspiring.  It's dull and the image is confusing... should they look like they are talking between friends?  One looks a bit intimidated and one looks dominating.  Don't get me started on the typography.

And last but not least, an interactive example.  The Body Shop have been known for using delivery lorries to ensure that their message becomes socially present, as well as a life size doll to confront beauty stereotypes.  Here we have a stand encouraging passers by to take part in the campaign.  This is fun and would target people that would perhaps normally pass by the store unaware of what it has to offer.  It brings the brand to the forefront of their mind and may even entice them into purchase.