For the launch of the Loewe's new packaging and branding redesign, we were asked to rethink the positioning of the brand and the USP with a 360 campaign focus on content. 

What does Loewe stand for? What is the essence of this brand?

You can find the answers Under the Skin.

THE AIM Create a Global Campaign for LOEWE Perfums that communicates different perfumes under the same umbrella with a unique selling proposition.

THE CONCEPT  #UnderTheSkin

Using the simile "la piel" (skin vs leather) we tried to question people about what is under the skin. What impulses drive is to create, discover, and try new experiences? What and where is the essence of human nature? Where do our feelings, emotions, and powers come from?

"Bajo la Piel" #UnderTheSkin, talks about the feeling and passion with which the products are made. It highlights the nature and the origin of this brand, Spain: a land full of flavour and tradition. It talks about the people, the craftwork and attention to detail. It talks about the quality of the essences used to create the perfumes and the way to do it.

CLIENT  LOEWE Perfums, 2016  

AGENCY  HAVAS Sport & Entertainment   

ROLE  Concept, Creative Content,  Art Direction

STATUS  Proposal

Video Concept (not commercial use)