»Merz Spezial Dragees« is a traditional German product, a supplement that lets hair and nails grow stronger. Most of its consumers are over 60, and the brand has difficulties being perceived as a relevant brand for young consumers. We created a campaign that was targeted at young people. The idea was to use the attributes that are related to the dragees, and generalize them as positive characteristics for people. The women that were photographed were all casted from the streets of Berlin.
The project was realized with Leo Burnett. Photography: www.justinephotography.com