Kiehl's Loves Program Global AD 2019
Client — Kiehl's
Art — Simone Massoni
Agent — Helen Cowley - Dutch Uncle
The Campaign features over 40+ layouts named after Countries and Cities
where the brand has a strong presence
I was asked to design a series of new layouts for the Kiehl’s LOVES Program, a global campaign
involving Cities and Countries spread all around the globe.
The concept was to create a language throughout icons with the ability of showing the places staples and landmarks, so that each layout was at the same time talking global and local.
Kiehl’s is an American Cosmetic brand retailer. It started as a single pharmacy
in Manhattan at Third Avenue and East 13th Street in 1851.
The New York allure and some brand’s staples as the Mr Bones Mascotte and
the Harley Davidson motorcycle had to be shown in each layout and get along
with a new set of icons depicting and representing the different places.
Each layout had to work as standalone image
and then be broken down to pieces to help the local markets
making merchandise of various genres and shapes.
Local markets were able to produce gift boxes and merchandise depending on their targeted customers. Some of them worked in a very creative way, like the Italian branch who built a Pizza Box full of selected Kiehl's skin creams and lotions. The Japanese branch worked with local crafters from Kyoto to make a limited series of Furoshiki, the Japanese wrapping cloth traditionally used
to transport clothes, gifts, or other goods.
I also flew to my beloved city, New York, to shot this promotional video for the launch of the campaign.
Other than a real board-game build from scratch, few live events and lot of fun and sweat,
this really was an overall exceptional experience, by all means.