Activation Campaign
Sector
Beauty
What We Did
Creative Development, Art Direction, Casting, Production & Post Production
What We Delivered
TV Commercial for Linear Broadcast, BVOD and Paid Social Ads
Results
INCREASING AWARENESS
Our activation strengthened Aveeno’s brand presence, increasing visibility and consumer engagement with the Skin Relief range.
Background
Aveeno partnered with Arwec to create an activation campaign introducing more consumers to the Skin Relief range, encouraging them to move beyond everyday skincare to targeted solutions for dry and sensitive skin.
The campaign needed to highlight Aveeno’s ability to nourish, hydrate, and restore.
With a focus on women aged 25-45, the goal was to showcase how the range provides long-lasting hydration and comfort while being gentle enough for sensitive skin.
Challenge
Aveeno wanted to drive category growth by positioning the Skin Relief range as an effective choice for those seeking relief from dry, uncomfortable skin. The challenge was to highlight the benefits of key ingredients—nourishing oat and naturally derived PHA, while ensuring the messaging remained relatable and engaging.
We needed to show how oat and PHA work together to restore skin.
Additionally, the campaign needed to deliver versatile content optimised for linear TV, BVOD, and paid social, ensuring consistency across all platforms.
Solution
Arwec developed a TV commercial that brought Aveeno Skin Relief to life, blending real-life skincare moments with close-up product interactions to emphasise the formula’s hydration and smoothing benefits.
showcasing how oat and PHA gently renew and nourish the skin.
The creative approach highlighted the visible transformation of dry, uncomfortable skin into healthy-looking, smooth skin, reinforcing the range’s ability to restore moisture and strengthen the skin barrier.
Casting was carefully considered to ensure authenticity and diversity, featuring individuals who genuinely reflected the target audience.
Catherine Reid
Vangelis Stasinopoulos
Senior Marketing Manager
Behind The Scenes
Bringing this campaign to life required meticulous attention to detail at every stage, from pre-production through to final delivery. Working closely with global teams and agency counterparts, we ensured the creative aligned seamlessly with Aveeno’s overarching brand strategy.
Our art direction focused on capturing the richness of the formulations and the relief they provide, while on-site live editing enabled a faster approval process.
This agile approach ensured stakeholder sign-off was efficient and that the final assets were ready for immediate deployment across TV and digital platforms.
