Teenage War Integrated Communication
Integrated Campaign for Seventeen, a cosmetics brand for teenagers, created for D&AD.
Client
17
Service Provided
Design & Art Direction
The Goal:
Create an idea that engages sassy young women in an imaginatice way that makes 17 Cosmetics impossible to ignore.
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The Challenge:
Present 17 as a young women's biggest ally while going through a stage in life where competing for attention and defendung your reputation, without losing your feminine composure, are crucial tasks.
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The Result
Young women live in an extremely competitive environment: Who’s the prettiest? Who’s the smartest? Who’s the most popular? This is Teenage War. And in this war, make-up is a crucial weapon that builds the confidence and strength needed to win. That’s why we developed the concept: ‘Teenage life is a battle. Arm yourself with 17.’ and built an entire campaign around it.
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