On the occasion of launching a new “Extreme Look” collection of dm drogerie markt company, a complete visual identity for the campaign was designed under the slogan “Be Unique Not Perfect”.
The campaign included four phases:
1. Social media teaser
2. Makeover
3. “Be Unique Not Perfect” event
4. Social media follow-up
As part of the teaser campaign, communication via social media was designed to address the target group and invite them for a makeover and authentic style creation. The whole process was captured in the form of short time lapse videos, which were broadcast at the main event. During the campaign, famous influencers, together with selected candidates, underwent a makeover and took part in the final fashion show to promote the new, unique look and the “Extreme Look” product range.
For this event, an authentic set and interior design concept were created, inspired by neo-punk and street art sub-culture. Valuable additions to the event were numerous activations for visitors and music performance by the Belgrade-based DJ band “Girl Panic”.
The “Extreme Look” has positioned dm as a trendsetting brand that transcends the standard corporate practice to establish communication with a new target group.
