Free The Birds' campaign for Boots' beauty brand No7 celebrates the 'return of smiles'

The work, which launches today, includes new packaging, featuring the No7 logo and naming for the limited-edition lip-stick line, as well as consultation on social media assets, online content, point-of-sale comms, and experiential activations. At the centre of the campaign is a 'Universal Smiles' brand world, an overarching brand strategy that unifies all aspects of the campaign.

To create the limited-edition lip-stick line, Free The Birds renamed the four shades from No7's Moisture Drench range: Respect Rouge, Hope Taupe, Freedom Plum and Equality Coral. "It's a nod to the spirit of No7's Unstoppable Together positioning," says the creative agency, which has also adapted the iconic No7 logo to include a smile icon that sits naturally within the 'o' of No7, which now expands right across the lipstick casing in a bold and celebratory two-tone pink colourway. The branding and look and feel extend across the whole campaign.

"To ensure the Unstoppable Lip collection packaging remained recognisable, we maximised the brand logo to create an impact in a small space while putting a little smile on the customer's face," says Design Director Matthew Gilpin. "This balance of championing design principles whilst elevating a brand's positioning is the 'beautiful thinking' we like to bring to every project.”

Free The Birds also provided consultation on the creation of social media assets and content calendars to drive online engagement for the limited-edition range. For the in-store marketing materials, it put emphasis on No7's 'Unstoppable Together' tagline to create key visuals for the campaign to merge the brand and purpose of the campaign with the slogan 'Smile, You're Unstoppable'. The agency also developed a series of experiential activation suggestions, including a Festival of Smile based in Boots stores within London's square mile, which would see influential people delve deeper into the health importance of smiling.

It's the first of three limited-edition collections that Free The Birds is working on with Boots with two further ranges launching later this year.