Marketing Campaigns
In a digital world that feels louder and busier every day, it can be hard to find the space to share a meaningful message about wellness. When our feeds are full of ideas that feel good enough but lack heart, how does a brand actually connect with us and make us feel something real?
I came across two campaigns this week that reminded me why human creativity and the human soul still matter
ASICS: Not All Transformations are Visible
The first one was from ASICS. You have to look closely to see why it is so good. Fitness adverts usually rely on "Before and After" photos. However, research shows that 80% of people feel discouraged by those images. This is because the most important change we get from exercise isn't always physical. Most of the time, it is mental.
At first glance, this looks like a normal gym advert. But when you look again, you realise the two photos of the man are exactly the same. The caption says, "Not all exercise transformations are visible."
This is clever because it is a very human way to connect. Instead of showing off physical results, they chose to talk about mental health. It was a bold move, and that is why it worked.
It is a reminder that fitness is not about looking perfect. We are all beautiful as we are, and movement should be about how we feel on the inside. Great move, ASICS.
NYX x The Simpsons: The Power of Play
The second example is the collaboration between NYX and The Simpsons. Many beauty brands today try to look very serious and clinical, which can be quite boring. This campaign was a breath of fresh air.
NYX released a collection using the bright yellows and blues from the cartoon. It worked because the packaging was fun. There is something really nice about a physical product that has a personality.
It taps into our nostalgia. There is a joy in an eyebrow tool shaped like Marge Simpson’s hair that is hard to put into words. That bit of silliness makes you stop and look because it feels real, rather than just being another perfect image to scroll past.
A New Way to Create
These two examples show that being creative is really about having the courage to be different. It is about surprising an audience that feels as though they have seen everything already.
While the world around us changes, we have a beautiful opportunity to redefine what is possible. Our power lies in our ability to be vulnerable, to be playful, and to be authentically ourselves. By choosing to surprise and support one another, we do more than just stand out; we create a space where everyone feels seen.
