The Body Shop is relaunching a 100% rejuvenated Body Butter with a North American campaign featuring this music video anthem, “Spread Love.”
Created by women-owned agency Odysseus Arms, Spread Love is the music clip directed by Alan Ferguson (known for his work with Beyonce, Lizzo and Janelle Monáe), famed choreographer Jemel McWilliams, and a cast of diverse TikTok creators–who bring to life the idea that taking care of yourself allows you to spread love and positive influence out in the world. Beacon Street Studios served as music/sound house for the video.
“Spread Love” was born from Odysseus Arms’ strategic process called Third3ye™, which builds campaigns around participation and feedback from real people. A diverse group of young, smart, and ethically-engaged women aged 20-24 (The Body Shop’s target audience) advised on everything from the Body Butter product to product messages and scent preferences. They also evaluated a range of creative campaign ideas, with “Spread Love” being the clear winner that resonated the most due to its motivating and participatory approach. Third3ye™ is a collaborative process that puts empathy and the people the agency is creating for at the center.