Foundation for the Nation | Celebrating South African Cultures | Clapboard Ad Archive

Foundation for the Nation

Description

In 2024, Estée Lauder South Africa partnered with ad agency Lumico to revitalize their “Foundation for the Nation” campaign, addressing a unique challenge to fuse cutting-edge AI technology with deep cultural insights from five vibrant South African communities: Xhosa, Indian, Sepedi, Tswana, and Tsonga. This campaign, executed across Digital, Film, and Out of Home media platforms, creatively harnessed the stories and artistic heritage of these cultures to craft an immersive visual experience. By collaborating closely with a culture expert, the team explored rich histories and cultural expressions, translating these inspirations into stunning 3D models of Estée Lauder Foundation bottles adorned with intricate cultural designs. The campaign’s dynamic film asset showcases these bottles morphing and transforming, symbolizing the seamless blend of diversity and innovation while emphasizing the beauty and individuality of each culture. Beyond the visual spectacle, the campaign aimed to elevate authentic narratives through a Behind-The-Scenes video featuring real women who embody both their cultural identity and matching foundation shades, bringing genuine representation and emotional resonance to the forefront. This intimate storytelling was unveiled at the DSTv Delicious Festival and amplified via social media and Digital Out of Home platforms, ensuring broad and impactful reach. By intertwining technological innovation with culturally rich storytelling, the “Foundation for the Nation” campaign powerfully celebrates South Africa’s diverse beauty landscape while positioning Estée Lauder as a forward-thinking leader in the beauty industry.

Credits

Client

Estée Lauder

Agency

Lumico

Production House

Lumico (Pty) Ltd

Post Production

George Webster, Armin van Antwerpen

Creative Director

Louri Rootman

Director

Alwyn Strydom

Cinematographer

Armin van Antwerpen

Crew

Isabel-Marié Weerheim, Sekwane Dlamini, Bless Makua, Caroline Greeff, Kwena Baloyi

Art Director

Isabel-Marié Weerheim

Animator

Louri Rootman

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Campaign Proposition

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