JUVÉDERM, an established aesthetics brand built on decades of experience, was at a natural reset point. Our opportunity was to take everything we thought we wanted to say, and challenge the status quo.
To not only reinvigorate JUVÉDERM’s image but to bring the patients our practitioners treat front and centre at the global scale. To build a multichannel, consumer-integrated campaign and deliver a unified message, a rallying cry:
What makes a person beautiful is what makes them unique.
Step in CRAFT THEIR EXTRAORDINARY – a versatile campaign that invites practitioners to partner with us and reveal outcomes as individual as their patients are.
We tell the story that every patient has their own uniqueness. In who they are, how they look and what they strive for. Highlighting the beauty of this individuality is a craft – a special type of craft that marries medical technique with art. And, as partners, we can combine practitioner skill with our product collection to enhance these natural features and nuances knowing that one treatment size does not fit all.
For our visuals, we used an unconventional approach, concentrating on finding diverse, relatable and expressive patients to treat. We captured dynamic, candid shots with zero retouching that let their unique personalities shine through as authentic, delighted moments that showcase their own versions of extraordinary. Moving away from the traditional ‘hero model’ approach, we also introduce moving footage and slideshows that celebrate a different individual each time.
Our story’s two components – how we say it and how we show it – have come together, to create a truly aspirational campaign for this established brand.