ASOS – Self-care, Don’t Care

ASOS needed its customers to obsess about its Face + Body category as much as its fashion offering. The answer? Give January a makeover – no cosy joggers to see here. This campaign put the customer’s unapologetic approach to their sense of style on show and invited them to do self-care, their way – making a night in the main event with a creative that seamlessly blended the two categories.

Creative concept, art direction, taglines, customer-facing messaging.