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The Stillness of Life

Winter campaign

Self - Initiated Project

Campaign Overview

Brand name: Creed​

Product name: Silver Mountain Water

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Core Message: Slow discovery of self, nature, and others during winter.

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Themes:

  • slow living

  • Patience and rest

  • Melancholy as part of life

  • Nature as a companion during rest​​​​​​

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Target Audience

  • Adults (25–45) interested in luxury lifestyle, introspection, and nature.

  • Consumers who embrace slow living, minimalism, and mindful experiences.

  • Perfume enthusiasts seeking a distinct, seasonal, and emotional experience.

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Deliverables

  • Short videos (campaign storytelling)

  • Photography assets (for social media, web, press)

  • Mood boards and visual inspiration decks

  • Concept rationale / written campaign brief

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Idea Expansion: Detailed Concept Exploration

Why a winter setting for this campaign?

 

Silver Mountain Water was created with inspiration from the Alps. The perfume itself also has a cool, fresh, icy scent; therefore, it smells and feels like winter - a metaphor for rest and reflection, connecting the human experience to nature.

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This period of time can be challenging for many; there's even a term called winter depression. Launching such a campaign can help others see the beauty of this season. It allows us to see winter as a time of rest we deserve after a long year.​

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Everything is still alive beneath the surface—it just needs deep sleep to bloom again in spring. It's about realizing, "I too am a part of nature, and why should I feel alone in winter when the whole nature rests with me?" As nature rests, so do we, and after peace and quiet, life returns.

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This perfume is for those who embrace slow living, quiet moments, occasional melancholy, contemplation, and patience. Not rushing time, not challenging life’s rhythm, but being in tune with it.

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It wasn't intended to be a fun, optimistic campaign. Beauty can be melancholic, nostalgic—not always pretty or glamorous.

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Purpose

  • Build an emotional connection with the brand through storytelling and visuals.

  • Position Silver Mountain Water as a luxury fragrance aligned with slow living and introspection.

  • Highlight the winter inspiration of the scent to create thematic relevance.

  • Drive awareness among audiences who value quiet luxury and thoughtful experiences.

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Duration:  3 months, Fall–Winter 2025

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  • Concept & Strategy: 2–4 weeks (Brainstorming, mood boards, campaign rationale, defining goals and target audience).

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  • Content Creation / Production: 4–6 weeks (Photoshoots, short video production, editing, styling, location setup).

 

  • Launch Planning & Rollout: 2–4 weeks (Scheduling posts, coordinating channels (social, website, press), aligning with seasonal timing).​

Campaign Execution

Tone: Soothing, calming, slow, quiet.
Color Palette: Cool tones (white, blues, greys) — fresh but not dark or depressing.
Locations: Nature, wooden houses in natural settings.
Visual Inspirations: Resting nature, birds, bare trees, snow scenes.

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Short Video Example:

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A woman in her home doing simple activities. Meanwhile, nature shots/videos are projected onto the walls — symbolizing how nature and humans are interconnected, and how it "touches" or "moves into" human spaces.

Photography style:​

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Photos as natural as possible, with no extra polishing or effects, and no glamorous fashion style. This campaign idea is closer to the "quiet luxury" style, so anything unnecessary will feel excessive.​

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Photo Example 1:

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Photos of humans and nature next to each other, emphasizing the similarity and closeness with one another​. Inspiration from these photos:

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Photo Example 2: 

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A woman in winter nature, a moodboard:

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Campaign Summary (Goal → Concept → Execution)

 

Goal
Position Creed Silver Mountain Water as a luxury fragrance that resonates with audiences seeking slow living, introspection, and an emotional connection to nature, while reframing winter as a season of beauty, rest, and renewal.

 

Concept
A campaign built on the themes of patience, rest, melancholy, and nature as a companion. The creative direction highlights winter as both a metaphor for inner reflection and a mirror of nature’s cycles, aligning with the fragrance’s alpine inspiration and cool, fresh scent.

 

Execution
Delivered through a 3-month multi-channel campaign, including:

  • Short storytelling videos projecting nature into human spaces

  • Minimalist, natural photography assets in a quiet luxury style

  • Mood boards and campaign rationale decks

  • A cohesive rollout plan across social media, website, and press — ensuring consistency in tone, palette, and messaging.

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