The brief was to localize the global Shiseido #FindYourStrength campaign across retail, print, web and social in a way that would resonate with women across Singapore and be cost-effective to produce.

Survey research told us that when women in Singapore think of beauty, they do not think of strength. So we found a spokeswoman who combined both. Angela Lee is the world’s youngest MMA champ. Her Instagram proves that beauty and strength do not have to be mutually exclusive. 

The campaign was designed around creative image cropping and clever media placements. At first glance, magazine spreads, carousel ads and canvas articles appeared like traditional beauty ads. However, when the full image is revealed (through unfolding/swiping/tapping), you can see that Angela’s beauty pose is actually a fighting stance.

Country: Singapore
Agency: Zeno (An Edelman Company)