MORE THAN
YOU CAN SEE
I AM MORE THAN
JUST A PRETTY FACE
An integrated campaign with Ascia Al Faraj – a beautiful woman, who is also an entrepreneur, a rebel, a mother,
a trendsetter and so much more.
THE CASE STUDY
The Context
In the Middle East, women struggle to fully express themselves. Lux set out on a mission to change this, by inviting women to express their femininity unapologetically.
The Execution
We started with a teaser that featured our body wash, with the hashtag #IAmMoreThanJustABodyWash. This led up to the purpose campaign ‘I am more than you can see’, where we created an online video telling Ascia’s story and inspiring others to show their true beauty.
As the objective of the campaign was to make it really resonate with our audience, we then evaluated and identified the top struggles women face
in the region and created emotional assets that addressed these by showing Ascia breaking stereotypes in each film.
The films were targeted through data driven marketing to specific cohorts: career seekers, fashion enthusiasts, businesswomen, mothers and more. We then organised a live Q&A session with Ascia. We also filmed her advising young women on how to rise above judgments, overcome negativity and follow their passion.
CONTENT
PROGRAPMATIC CONENT
6'sec - Pogramatic content
ENG
6'sec - Pogramatic content
ARB
CONTENT EXAMPLE
Team
OVER ALL
CLIENT
AGENCY
LUX
Wunderman Thompson
ROLE
Art Director & Designer
TEAM
Agata / Deanne / Sherry / Val