PROJECT DESCRIPTION
In 2019, more than 3,000 new skincare products were launched in the US alone. So KraveBeauty launched Slowdown Skincare – an initiative aimed to inspire other beauty brands to commit to responsible production and encourage consumers to shop intentionally.
KraveBeauty was founded to #PressReset on the skincare industry, but the brand quickly realised the industry’s oversaturation wasn’t just a problem for people, but also the planet. So, inline with the UN’s 12th sustainable goal, they launched Slowdown Skincare to inspire other beauty brands to commit to responsible production. Our brief was to create a 2022 campaign to spread the Slowdown Skincare message more broadly, to enlighten the industry and encourage it to slow down.
For their latest campaign, we worked with KraveBeauty to tell the story of Slowdown Skincare through the allegory of the tortoise and the hare. In the spirit of the fable, we wrote a nursery rhyme highlighting the race for “more”—more products, more dollars, more growth—and the way the skincare industry has prioritised profit over purpose. We brought the campaign to life with cell animation, our chosen 'slow' medium, and a cast of uniquely drawn characters and scenes.
PROJECT INFORMATION
Entry Type: Single Entry
Channel: Immersive
Primary Role of the Designer: Designer as craftsman
Client Relationship: Unknown (NA) / Other (if other, please explain) Project-based relationship
Intention of the Project: Unknown (NA) / Other (if other, please explain) Campaign promoting behavioural change within the industry
Development Budget: Decline to state
Production/Execution Budget: Decline to state
Source of Funding: Client
Typefaces:
Paper:
Materials:
CREDIT INFORMATION
Creative Director: Dari Israelstam - Executive Creative Director; Ali Ozden - Creative Director
Art Director: Sherry Wang; Ali Ozden
Designers: Sherry Wang
Researchers:
Developers:
Copywriter: Amy Scott
Illustrator: Nice Shit Studio - Animation
Photographer:
Printer:
Producer: Honeymill
Other Credits: Kristen Walsh - Client Service Director; Facundo Capece - Music and Sound; Lola Ritcher - Music and Sound
KraveBeauty Slow Down Skincare Campaign
Category
Motion Graphics / Animation
Description
Winner - 365: AIGA Year in Design (2022)
Title: KraveBeauty Slow Down Skincare Campaign
Design Firm/Agency: Universal Favourite
Client Industry:
Client Location: New York, New York, USA
Juror Comments
“The imagery is unexpected in the realm of skincare, and the animation is buoyant and precise enough to still feel tethered to its topic. The clarity of presentation conveys a sense of seriousness, while providing a sense of freshness.”
Self-Identified Distinctions: Design for Good - Environmental Sustainability
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