Lines Minimal Beauty

2012

LINES Petal Veil ~ Minimal Beauty Guerilla campaign including brand identity, packaging, collateral, editorial, stand and web design for Lines, the Italian name for P&G’s line of feminine hygiene products known as Always®. Petal Veil, whose name is inspired by Petalo Blu and Lines Velo, two Lines products, represented a new tool for dialogue with its consumers that Lines wanted as part of the CareWorld project to better understand the needs of girls. In only two months, Petal Veil captured the attention of the press and the interest of millions of Italian Internet users as the guru of well-being and self-care. Petal Veil was really a made-up personality, and through his “Minimal Beauty” philosophy he was able to reach thousands of Lines customers. He presented himself to the Italian public as an international star and the guru of well-being and met thousands of girls across Italy. His videos ended up on the front page of major Italian websites and countless newspapers dedicated him hundreds of articles. The guerilla campaign, ideated by Andrea Natella and coordinated by K-Events, was developed in a nine-step tour across Italy. Lines was also present as a main sponsor at MTV Day in Genova. CLIENT: Lines (Fater) CREDITS: Creative direction: Andrea Natella Art direction, graphic design, illustration: Gabriela Ramirez Agency: K-Events / Filmmaster