Leveraging APAC’s most celebrated holiday to push Philosophy’s star products. Challenged by an aggressively short turn around, this simply festive, whimsy, and yet elevated campaign, is a concept that surrounds the meaningful symbol of money envelopes – unique to this holiday – which was cleverly reappropriated to merchandise the products and aesthetically consistent to the packaging, as “Phil the Rat”, scampers through the mise en scene. It was successfully executed by the local markets throughout retail events, in-store, merchandising and in digital/social. The campaign was extremely well received creatively and internally was often referred as the go-to “look and feel” for future holiday programs.

Still Life Photographer: Chris Turner @christurnerstudios