What does beauty mean today? This question is the focus of the multichannel campaign developed by Avantgarde for Merz Aesthetics, one of the world’s leading companies in medical aesthetics.
The task was to strengthen the awareness of the portfolio brand internationally and to address not only medical specialists but also consumers for the first time.
A matter of attitude|
#MYATTITUDE – the attitude campaign with seven strong and completely different models in a monochrome look defines beauty as a question of personal attitude and deals with current topics such as diversity, body positivity and positive aging.
Avantgarde was able to convince with a solid campaign approach that met the zeitgeist and the needs of the client with a holistically conceived strategy, design and storytelling.
International 360-degree campaign|
From videos to ad motifs and social media to brochures: the various assets of the international 360-degree campaign invite people to confidently celebrate their own individuality and emphasise that opting for aesthetic treatment is in no way contradictory.
For the roll-out of the campaign in the German market, Merz commissioned the Avantgarde units Social Media, Digital, Performance and Xcomm.
In the course of the repositioning, Merz Aesthetics also commissioned Avantgarde with the redesign and revision of various product brands and campaigns - such as for the hyaluron filler Belotero®.