FCB Bucharest and Eucerin started the campaign Expressiveness Manifesto, a PR campaign running in digital environment that encourages women to take care of their own face’s expressiveness once with getting older.
The campaign aims to increase the notoriety of Volume-Filler range from Eucerin, a range of product targeting mature women that start to lose the shape and volume of their face.
The creative concept of the campaign started from a real insight, that shows the first signs of ageing reflexes into loosing the expressiveness, with the face expression modifying and betraying, permanently, a fatigue state, stress or sadness.
Romanian women bloggers joined the Manifesto initiated by Eucerin and let themselves photographed in different expressive situations by the Romanian photographer Alex Galmeanu. In total, 15 known women blogger from Romania joined the campaign and they will make public their own manifesto in the next week. The result will consist in a series of black and white portraits posted on the personal blogs and on an online dedicated platform
The teams working on the campaign included:
- FCB Bucharest: Corina Coman – PR Manager, Ana Padurariu – PR Executive and Alexandru Hariga – Head of Digital
- Beiersdorf Romania: Liviu Mosnegutu – Junior Brand Manager Eucerin
- Republika Interactive
- Alex Galmeanu Studio.