Having closed the famous Spa and turned their focus to indulgent, wellbeing products, Sanctuary asked us to create a campaign that re-established them as the brand that exists to ‘Make Women Feel Wonderful’.
In research, however, we discovered that UK women believe that brands and media are putting too much pressure on them to be perfect. And the result? - Millions of women feel as though they’re about to burnout. So we decided to challenge the increasing trend of female empowerment campaigns with a counter message: that success is not defined by busyness, by leaning-in and being a superwoman, it’s in stepping back every now and again, appreciating those moments and letting go.
We created an emotive film - the ‘mamalogue’ - spoken by 5 older women, giving advice to their 30 year old self, reflecting back on their lives and what they would have done differently. Delivering life lessons and pointing out what is truly important in life.
We created a series of press ads that embodied the essence of #LetGo, depicting an ultimate let go moment in each. All of the copy within the ads have been carefully chosen to signify certain pressures every women faces day to day.
We produced a cause film to unpack the research, strategy and insights behind our #LetGo philosophy.