THE ASK: Reframe Aesop products as tools for managing everyday pressure.
INSIGHT: People are expected to stay composed, even when they feel overwhelmed.
BIG IDEA: Healing for high-functioning humans.
CREDIT: AD & CW: Ro
OOH
City Billboards promoting the new product line.
SOCIAL MEDIA
Product label descriptions with directions on how to use.
STUNT
The campaign extends beyond product by introducing Aesop Scream Rooms — soundproof installations placed in high-functioning work environments.Designed as a private moment of release, the space acknowledges that composure often requires interruption.Following this moment, Aesop’s product line supports the transition back to a controlled, composed state.
