APG X Essence Of Life
Strategy /Art direction/Copywriting
The campaign's main objective is to to re-energize the brand image by making it stand out as a lifestyle brand. To do so, the brand was invited to connect with the cultural significance of its location at the historical Kensington market.​
3 insights stood out after a meticulous research:
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Essence Of Life is the guardian of Kensington market's vibe.
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Essence of life needs to stand out as a colorful brand in a sea of green-washed brand names.
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Essence of life will be the place to go to turn your house into a home.
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This brand needed desperately to own the colorful aesthetic to become a part of a daily routine of millions of women looking for an organic, locally made and ethical brand name.
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Campaign tagline: "Essence of Life. All what matters"
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The campaign was a winner among 5 other campaigns of the APG X EOL Brief, on December 2022.
