Client | European Wax Center
The Big Reveal
Team
Art Director – Dylan Bobier
Creative Director – Kelley Doris
Photographer/Director – Kate Powers
Strategy Director – Kathryn Nixon
It’s time for… our big reveal.
The Ask.
Create European Wax Centers spring/summer 2021 brand campaign.
Consumers are:
Lonely
They have been stuck in isolation for a full year, most people have yet to see family or friends and are feeling disconnected from the world around them.
Afraid
With COVID-19 still rampant and vaccine roll out just beginning, people still have very real fears about returning to their out of home personal care rituals, especially one as intimate as waxing.
Fatigued
COVID-19 news, messaging and advertising has all but lost its effectiveness. Too many brands have run the same story for months and people have stopped paying attention.
What is our response?
The Big Reveal
At EWC, we reveal beautiful skin. But while our services help our guests feel great on the outside, our ultimate goal is to make them feel great on the inside, too. We help bring out their inner confidence—whatever that means for each one of them individually.
So let’s highlight that individuality with a campaign that “bares” it all. Let’s show our guests how wonderful it is to truly feel great in their own skin. Because it’s time for a full-on celebration of who our guests are and who they can be this summer. It’s time for us all to experience the freedom of being our best selves. It’s time for our big reveal.
Two Chapters
Chapter 1 (April – May)
Revealing Summer
This first chapter is defined by the light. Each talent becomes revealed by a soft glowing light, something of the sun rising or a curtain opening up a window. The light becomes our story teller driving us to our big reveal.
Chapter 2 (June – August)
Revealing Your Best
Chapter two becomes led by our camera. We are now living in that summer glow and focusing in on what EWC does best, reveal your best skin. Our camera pans over our talent, highlighting glowing legs, arms, brows and revealing what makes our talent feel confident.
Photography
Stylistically we wanted it to be what we called confidence photography, a take on beauty that not only highlighted a talents beautiful skin but their inner confidence. Since the assets had to cover not only the campaign needs but also evergreen needs of EWC’s site, app, email communications, in-centre signage and local initiatives we knew that they needed to focus on all our major wax service areas.
Campaign Deliverables
A small snapshot of the OOH boards, paid social, banners, in-centre posters and print ads.
