As part of an agency pitch for Avon we were tasked with creating a campaign to celebrate the brands heritage and 60th Birthday whilst looking to refresh the brand for a new audience. To do this the campaign should act disruptively and communicate Avon’s unique retail model, without alienating the existing audience.
In order to raise awareness of the brand and reposition them as a current and inclusive brand we created the A New Generation Calling. A generation defined by ambition and success as opposed to sex, race or age. The campaign’s purpose was to remind women that beauty is about thriving through individuality as opposed to looking ‘pretty’.
To launch the campaign we would recruit 6 influential women to front the movement and ask people to nominate role models in the run up to Avon’s founder’s day. 60 role models would be chosen to inspire, educate, motivate and represent the women of the UK. We created the mood film to sell the idea and suggested six influential women, who we felt embodied A New Generation Calling.