EMEA campaign | Yahoo! France

Animation | Design | Marketing

Tools: Adobe Photoshop | Adobe Illustrator

The project

This B2C marketing initiative strategically targeted the dynamic 18-35 year old female audience of Yahoo!'s France Lifestyle channel. Our mission was to usher in the beach holiday season through an engaging and diverse array of display and mobile ads, spread across a three-week timeframe. The campaign spanned an array of topics, from body-positive bikini selections to expert advice on achieving that enviable summer tan.

Our ultimate goal was two-fold: firstly, to elevate Click-Through Rates (CTRs), and secondly, to steer a continuous flow of traffic to the regular editorial content featured on Yahoo!'s France Lifestyle channel. This endeavor aimed to not only captivate our audience but also to foster a deeper engagement with the channel’s content.

Central to the challenge was crafting an identity that resonated with our target demographic in France. This identity became a cohesive thread across all inventory, ensuring a consistent and recognisable visual language that tied the campaign together. The outcome was met with enthusiastic reception within the local market, effectively establishing a strong visual presence.

The success of our execution was reflected in the achieved CTRs, which demonstrated heightened engagement with our content, transforming the France Lifestyle vertical into a hub of vibrant beach holiday inspiration. By creating a compelling identity and delivering focused, resonant content, we achieved enhanced CTRs, fostered continuous traffic, and solidified an impactful ad experience.

Concept 01

For this concept 01 was driven by the vibrant energy of summer, specifically centered around the invigorating experience of taking a plunge in a pool or at the beach. This theme was brought to life through a thoughtful fusion of geometric shapes and horizontal lines that artfully captured the rich spectrum of beach colors—ranging from the warm sands to the mesmerizing sea and the expansive sky.

By utilizing geometric shapes and horizontal lines, we created a visual language that echoed the harmony of the natural environment, reflecting the interplay of light, water, and space. The careful selection of these design elements allowed us to not only convey the vibrant spirit of summer but also to celebrate the diverse colors and textures that define the beach experience.

In summary, Concept 01 was a symphony of summer sensations, blending the thrill of a pool or beach plunge with the elegance of geometric shapes and horizontal lines. This intricate interplay of design elements captured the essence of the beach's hues, offering a visual journey through the colors of sand, sea, and sky while inspiring a sense of vitality and rejuvenation.

Concept 02

Concept 02 is centered around celebrating body positivity and the diverse morphing shapes of the female form. Drawing inspiration from this theme, we curated a collection of images from reputable image subscriptions. These images skillfully incorporated geometric shapes and horizontal lines, mirroring the soothing color palette of the beach environment—spanning from the serene sands to the vibrant sea and expansive sky.

By melding the concept of body positivity with the serene beach hues, I sought to convey a harmonious message that resonated with the target audience. Each geometric shape and line artfully represented the natural beauty of various body types, fostering inclusivity and empowerment.

This visual approach allowed me to create a campaign that not only captured attention but also championed the ideals of self-acceptance and diversity. The use of colors found in nature and the geometry of the female form formed a cohesive visual narrative that delivered a potent message.

Concept 03

Concept 03 embraced the allure of a sun-kissed summer tan, set against the backdrop of a serene pool. My creative approach was centered around evoking the sensation of basking in the sun's warmth and enjoying the relaxation of a poolside. The integration of geometric shapes and horizontal lines served as a visual language, allowing us to capture the interplay of light, space, and color that define the poolside environment.

The selection of these design elements was deliberate, aiming to encapsulate the essence of a summer tan and the radiance of a pool atmosphere. Each geometric shape and line served as a conduit, drawing the viewer's gaze towards the myriad of summer tones, creating a symphony of colors that mirrored the sun's enchanting effects.