GCC brand campaignEvery woman, her own kind of better.
Give Watsons a brand campaign across the GCC that speaks to women as people, not as a shopping list.
Dare to be. One line that ends in her: Braver, Stronger, Better, Calmer, Softer, Bolder. In Arabic, كوني: be. Every trait belongs to one woman, under one hashtag, #GoEmpower.
The campaign ran in market, on billboards, in print and in hand. A platform the brand can extend trait by trait and market by market, with the product in a supporting role.
Creative direction: Mohamed Magdy. Art direction: Merihan Mohamed. Photography: Tarik Abdelelah. Cast: Mona, Marwa, Lea, Carolin and Laura.
Give Watsons a brand campaign across the GCC that speaks to women as people, not as a shopping list.
Beauty retail advertising usually sells one ideal face and a promotion. It flatters, then it is forgotten.
Women here are not asking beauty to change them. They want it to back the person they are becoming.
Cast personalities, not one ideal. Give each woman a quality she is working towards, and let the product support it rather than define her.
Dare to be. One line that ends in her: Braver, Stronger, Better, Calmer, Softer, Bolder. In Arabic, كوني: be. Every trait belongs to one woman, under one hashtag, #GoEmpower.
Five women cast for who they already are, each owning one word. The props carry the trait, headphones for Braver and boxing gloves for Stronger, while skincare backs Better and Calmer. Every woman gets her own set of colour and pattern, so each world reads at a glance on a phone and on a billboard.
The casting
Five women, different ages and backgrounds, chosen for personality over perfection.
The location
One studio, a different world for each woman. Then the campaign ran out of home, on billboards across the city.
In hand
The line carried off the screen.
Empowerment only lands when the audience recognises herself in the cast.
The campaign ran in market, on billboards, in print and in hand. A platform the brand can extend trait by trait and market by market, with the product in a supporting role.
- Brand consideration among women in the GCC
- Engagement on #GoEmpower
A new kit, launched like opening night.
Official kit launchView the case