Sanctuary Spa
Sanctuary had become a brand without a purpose. As part of a competitive pitch, I created an idea that baulked the popular trend of ‘femvertising’, where brands and media were putting too much pressure on women to live up to an impossible image of success.
80 Million Organic Views
My #LetGo film went viral, trending on all corners of the globe, creating pledges and commitments from everyday people to TV personalities. Richard Branson even re-tweeted
it to support his work-life balance program at Virgin.
#LetGo Legacy
Having created a new brand purpose and campaign assets, Sanctuary adopted my idea, taking it through all their packaging and gift set design, their on-pack copy and even changed their business culture to create mandatory half days on Fridays and free massages for staff to #LetGo.
