La Mer - Deepening connection through the understanding of new luxury codes
Conversations around skincare have exploded in recent years and the market has seen an influx of new compelling brands. La Mer needed to strengthen their authority as a luxury brand and deepen the emotional connection with their audience, in order to attract a new generation of consumer.
The brief was to create culture driving work. Enable the brand to act as a cultural agent, which is fundamental to modern day luxury behaviour. By marrying the codes of new luxury with La Mer’s brand purpose, we defined La Mer’s cultural framework including its role in culture, enabling us to plan the first stage editorially. Following on from the strategic development, we worked closely with La Mer’s in-house creative team to develop the initial campaign.
The brief was to create culture driving work. Enable the brand to act as a cultural agent, which is fundamental to modern day luxury behaviour. By marrying the codes of new luxury with La Mer’s brand purpose, we defined La Mer’s cultural framework including its role in culture, enabling us to plan the first stage editorially. Following on from the strategic development, we worked closely with La Mer’s in-house creative team to develop the initial campaign.
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The Wavemakers project was developed, which bought together 4 photographers from around the world, who each held a unique connection to the sea. Their task was to create their own visual ode to the sea. To capture authenticity and ensure focus was on the outcome, we gave the photographers complete freedom, meaning no client or agency on the shoot, no traditional PPMs and total freedom with retouching. Of course, this was only possible due to the well planned surrounding framework, which allowed for the freedom.
To balance the need for the right team structure together with the need to build in efficiencies, I structured the team to ensure all available resource was utilised effectively. This meant the agency team working in harmony with La Mer’s in house creative team, drawing upon individual skillsets to promote value. The agency team predominantly focused on developing the core idea and initial talent selection and liaison, while the La Mer team carried the idea through to individual media touch-points and production once master assets were delivered. With teams working closely throughout, to ensure all detail was captured and the process was smooth.
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Agency: Sunshine
Photographers: Josh Olins, Todd Glaser, Nadia Huggins & Victoria Zschommer