L'Oréal

Dentsu-Z Brief

Dentsu Creative ANZ and RMIT have come together to immerse the next generation of creatives on a mock brief for L’Oreal. Giving each student a chance to nuance a hypothetical brief and ultimately pitch their work back to an expert DC panel, each presentation covered concepts, insights, executions and more. The learning experience will help build familiarity in the industry and guide their careers for years to come.

Problem

L’ORÉAL is the biggest beauty company in the world, offering a wide range of innovative and high-quality products for skincare, haircare, makeup, and fragrance.

But there are clouds gathering… They aren’t recruiting u35 as fast as they would like.

So how do we reinvent L'Oréal to be relevant and resonant with an u35 audience? How do we make our mom’s brand cool?

Idea

The GEN Z journey to find confidence and worth can be rough. These qualities are often intangible. As a brand, L'Oréal wants to make this journey easier by helping youth make confidence tangible so they can get it whenever, wherever they need it.

You know, those mornings when you are bombarded with alarms, notifications, reminders of upcoming deadlines, meetings and admin stuff. You feel so lost. You wish you had a bit of confidence to make it through the day. You freak out. But then you reach for your favourite jeans, apply some lipstick, and put on your beloved mascara. Suddenly, confidence doesn't feel so intangible. It is right there. And that is what we call the tangible confidence made by you.

GET YOUR CONFIDENCE BOOST WHENEVER, WHEREVER YOU NEED IT.

L'ORÉAL - THE CONFIDENCE VENDING MACHINE.

BECAUSE WE ARE ALL WORTH IT.

Target Audience

After much exploration and discussion, we decided to focus on the crisis of worth, other than it is highly related to L’Oreal as L’Oreal has been campaigning about self-worth for decades. 

It is a problem that Gen Z is experiencing as this generation is entering important transitioning points in their life.

Many are going from high school to uni, uni into the workforce, so many changes are happening with this demographic, leading them to question and reflect on who they are, their worth, their confidence and so on. We use these key findings to develop our spark.

PRELAUNCH

Triggering the Reflection of Worth and Confidence Sharing

This stage of the campaign is like a large-scale social experiment where many interviews would take place. There will be street interviews, red-carpet interviews and on-set interviews. The purpose is to collect data and trigger a reflection wave on how people visualise and encapsulate their confidence.

LAUNCH

The Confidence Showcase and Sharing

We will have the vending machines pop out on the map, and when you click one of them, you can see all the details you need. They will be spread across Melbourne, especially busy transport areas, to help GenZ when they need an extra confidence boost.

They are items that get sold in the vending machine but are on display one by one. Attached to them are stories and scientific explanations of how each of these items brings confidence to their owner.

TEAM

Duy Minh Tran

Margaritha Jesslyn

Sherlina F Livianto

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