lux

The Lux Beauty Gallery was developed to amplify the brand's beauty credentials. The concept was simple, inspire women and get them to submit their dress designs. We developed an app to assist and encourage women to participate via digital and on ground activations at fashion design colleges, malls and other touch points. The online submissions culminated in a fashion event that went on to win a Lynx Advertising Award.

Capturing the Arabian spirit

We shot the campaign in the desert and in studio, using fabric as the canvass for inspiration in the photography and film. The idea being to give Lux local relevance amongst consumers in the Middle East. Three phases to the campaign encouraged consumer participation via entry, via voting and attending the event.

Activation

The campus activation ensured we received over 2,500 submissions. The prestige of winning an event of this stature and being mentored by fashion designers, combined with the prize of AED 1000,000. ensured the success of the event.

Lux Fine Fragrance Body Wash 2014

Lux developed a range of Fine Fragrance Body Washes with the House of Fermeniche. The campaign reinforced the beauty and fashion credentials of the brand through an integrated campaign using both the Thematic and Functional Key Visuals. On ground activations used scent testers and samples to reinforce the Long Lasting Scent.

Lux Fine Fragrance Body Wash 2013

In 2013, we needed to land the fragrance credentials of Lux Fine Fragrance Body Washes & Soaps. We developed an integrated campaign and used activations to reinforce the brand story, the activation stands were styled to resemble Parfumery's whilst flower seller's handed out samples.