Campaign Concept & Copy
Melbourne Design Week, Aesop
The brief
Bring customers into Aesop stores to browse, and genuinely engage with the spaces and consultants.
The campaign
Hardworking Hands of Design
Revealing the stories of Aesop’s spaces across Melbourne, through the perspectives of some of the many hardworking hands who helped shape them.
Campaign assets
Limited-edition publication
For the duration of Melbourne Design Week, customers were invited to journey to select Aesop stores across Melbourne to collect a limited-edition publication — a small ‘Zine’ which is a visual exploration of local store designs and the often-unseen design process.
The publication features interviews with two architects and insights into Aesop’s design philosophy.
Campaign assets
Digital storytelling
The campaign was brought to life with a website landing page on Aesop.com, EDMs and in-depth storytelling briefing to content creators and media.
The result
Aesop’s design-curious customers flocked into store to hear from architects. The event sold-out and had a high attendance rate. Upon collection of the Publication, many meaningful conversations were had with in-store consultants about the stores and Aesop’s design philosophy.