Fresh Herb Launching Campaign, 2014

Insightful Copy along with clean and fresh Visual speaking to young female generation.

The Ask

Fresh Herb is a new cosmetic brand targeting 16-25 young female generation. Client wanted to make its herbal ingredient standing out meanwhile build up an emotional connection with customers. How could we tell the story?

Th Answer

The herbal Photosynthesis of Love.

We used "Photosynthesis" as a metaphor to describe our products and "young love". Every love at that age would have chance to fail. It was like a process of Photosynthesis. You learn from the failure to become a better version of yourself, get a better love.

Every copyline was delivering a point of view by playing Chinese characters and the structure of sentences. For example, "If love can't keep fresh, at least you know how to keep hydration." It seems like nonsense but with artistic conception as poem.

The Awards

Copy Excellence, Great Wall Advertising Awards, 2014.