Legacy Danish makeup and skin care brand Nilens Jord has been committed to making unfussy, paraben and perfume-free products since the 1980s (a time when natural beauty products were not in vogue). The Scandinavian brand now has an important mission: to change entrenched attitudes towards women by asking us to “look beyond beauty” and instead focus on female achievements. A surprising statement for a cosmetic brand, perhaps - but it’s one that echoes the company’s pioneering spirit and its ambition to change the beauty industry from within.
The message takes the form of a new global brand platform, created together with its lead agency, Copenhagen-based Twenty, which will be rolled out across Europe as part of Nilens Jord’s global ambitions which also include product launches on the horizon in the UK and Europe.
The bold new strategy is led by a 75 second film that follows Sara, a personification of every girl or woman contemplating life’s biggest dreams and achievements, which range from being the first woman to set foot on the moon, to winning four grand slams in tennis or becoming the richest woman in the world.
However, this everywoman is also confronted with a depressing reality that most, if not all, females will recognize: other people’s obsession with what she looks like rather than what she is about to - or already has - accomplished.
This professional campaign titled 'Look Beyond Beauty' was published in Denmark in November, 2022. It was created for the brand: Nilens Jord, by ad agency: Twenty. This Integrated medium campaign is related to the Beauty industry and contains 2 media assets. It was submitted about 1 year ago.
CEO: Jakob Marum
Head of Brand: Heidi Sørup
FILM & FOTO CREDITS
Co-founder & CEO: Thomas Bjerg
Co-founder & Creative Director: Farah Dib
Creative / Art Director: Ioana Lahr
Agency Producer: August Rein
Account Director: Stine Darby
Production Company: Holy Ravioli
Executive Producer: Kristian Ussing
Director: Sune Lykke Albinus
DOP: David Bauer
Still Photographer: Michael Falgreen
Line Producer: Julie Lindhardt
Editor: Tue Eskildsen
Post Producer: Mette Sixhøj
Sound design: Kevin Koch
Music composers: Theodor Tang-Peronard, Victor Støve & Emil Kruse