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.
Credits
Client The Body Shop Agency Odysseus Arms, San Francisco Libby Brockhoff, co-founder, CEO, head of art; Franklin Tipton, co-founder, chief creative officer, head of copy; Jeff Kwiatek, associate creative director; Shirley Liang, producer; Jim Nelson, Gabriel Longhini Barberio, copywriters; Bruno Pepe, art director. Production SecretDoor LA Alan Ferguson, director; Molly Bohas, exec producer; Alex P. Wilson, line producer; Tehillah De Castro, DP; Jemel McWilliams, choreographer; Wintter Alex, head wardrobe stylist; Paua Loos, production designer. Mel Anderson, first AD; Ruby Green, production manager; Otibho Okojie, production coordinator. Editorial Sunset Edit Deji LaRay, editor. TikTok Content Creators Cast Tracy “OJ” Joseph, Layla Muhammed, Sunjai Williams, Amari Smith. Dance Cast Marri Cleghorn, Sadyr Diouf, Corynn Gearheart, Lila Jackson, Tajzon James, Tammuz Lee, Jacqueline “Jackie” Pipkins, LaSoul the Pale Horst, Russell Ridgeway, Tatiana Tovar, Bianca Vallar, Jai Yunae, Sterling Amara. Music/Sound Beacon Street Studios, Venice, Calif. Beacon Street Studios, “Spread Love” song, featuring DJ Biff Chitlins Audio Post Sunset Edit, Los Angeles Deji LaRay, mixer
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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