SIMPLE

Client: Simple

Pitch Brief:  Dramatize the power of kindness, rooted in Simple usage moments and make Simple a choice that makes consumers feel good emotionally.

What We Did: How can we land the brand message of kindness in a real way? Working with Sophie, the CD on this pitch, we looked at Simple’s studio based faux-real-world ‘look and feel’ and felt it could never do the job they wanted, of landing real-world kindness. 

So we brought Simple into a different world, an elevated view of reality to make it stand out in a space packed with “influencer” and studio-based content. 

By linking a short and simple product moment to real acts of kindness, and by doing so by spending almost all of the time on the more interesting parts of the story (ie. Not too much time on product shots), we let the brand breath in a new space, to bring Simple into the modern era of cosmetics. 

Agency: VCCP

Creative Director(s): Sophie Payne/Shirin Majid