Cannes Lions

Lockdown Lines

VMLY&R, London / NO7 (WALGREENS BOOTS ALLIANCE) / 2021

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Overview

Background

As UK lockdowns forced women to stay home, many started investing in skincare. This created an opportunity for No7, which is sold exclusively at Boots, one of the few retailers allowed to remain open. Yet, despite having an in-store distribution channel and high brand awareness at precisely the right cultural moment, profitability for its No7 Laboratories line were down 48%.

To address this urgent gap, No7 was planning to push in-store sales for Line Correcting Booster Serum (LCBS), one of its best-selling products. However, when the UK tightened lockdown restrictions, limiting foot traffic just weeks before the campaign launch, No7 needed to quickly pivot.

No7 gave us 4 weeks to develop and launch a new integrated campaign to boost online sales of LCBS by +250%. We had three barriers: timing was tight, film crews posed health risks during lockdown, and there was nothing new to highlight about the 3-year-old product.