The opportunity
Juvederm was already the number one facial filler brand. The problem wasn't awareness, it was conversion. Data showed that 80% of people who booked a consultation went ahead with treatment. The drop-off was happening before that conversation even started.
The brief was to close that gap: get more people to book, by removing the hesitation, the judgment and the shame that still surrounded aesthetic treatments.
Consumer Campaign · Beauty · Aesthetics · Digital Film · Social Media · Print · ExperientialMy role
I led the creative direction at DDB Remedy, developing a campaign built around a simple but powerful idea: permission. Not permission from anyone else, but the kind you give yourself. The campaign's message was direct: do it because you want to. That's reason enough.
JuvedermIT featured women across ages and ethnicities, shot with confidence at the centre. Not aspirational in the traditional sense, no idealised results, no before-and-after logic. Just women whose attitude was the story.
The work spanned a 30-second digital film, 11 social micro-films, website, print and a launch event. The campaign set a new precedent for how Allergan approached consumer communication in the aesthetics category, driving measurable increases in interactions between consumers and practitioners.
COMPANY: DDB REMEDY
YEAR: 2019
CREATIVE DIRECTION LIDYA CORTBERG & ROSY R
PRODUCTION AGENCY: GREAT GUNS
DIRECTOR: GIOVANNI MESSNER