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®.
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 was designed and coordinated by K-Events and 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)
Art direction, graphic design, illustration: Gabriela Ramirez
Agency: K-Events / Filmmaster
Promotional brochure designed to accompany product sample given out at event
VIP invite for Lines party at MTV Day
Regular invite for Lines party at MTV Day
Party invite back
Magazine advertorial Girl illustration by Gabriela Ramirez from an illustration by iStockphoto.com/Maljuk