Améline by Mayerline opts for style with These Days ​

Mayerline is a household name in the Belgian fashion landscape. This spring Mayerline is launching a new line: Améline by Mayerline, a collection designed with the refined, experienced yet guileless woman in mind. That is why Mayerline wanted to launch Améline in a manner as stylish as the collection itself. To deliver on that promise, Mayerline teamed up with These Days.

The agency created a new brand story that introduces us to the world of the Améline woman.

These Days designed www.amé, the focal point of the launch campaign. One look at the one-page website is enough to know what motivates the Améline woman. A short version of the same eye-catching mood film is also screened in the sales outlets.

In addition to the standard ads in leading fashion magazines (Knack Weekend, Le Vif/L’Express, Marie Claire, Feeling, Gael), These Days also created a unique collaboration between Améline and Feeling. The magazine interviewed four ambitious women who paint an accurate picture of what a real-life Améline woman looks like.

Embedded on the Facebook page of parent company Mayerline, the Améline campaign is also boosted via social media.  And finally, These Days also supplied the support materials for the press event.

More details



Client: Améline by Mayerline

Contact: Annick Meyer, Clarisse Van der Pluym

Agency: These Days 

Creative Director: Werner Van Reck

Creation: Annelies Rongé, Stephanie Van Tichelt

Design Director: Max Heirbaut

Account Manager: Ine Beeckmans

Account Director: Veroniek Hesters

Strategic Planner: Katleen De Vlieger

Design: Lotte Neirynck, Joris Verstuyft

Copy: Luk Catrysse

Producer: Bruno Dejonghe

Production Company: Initials L.A.

Director/Photographer: Guillaume Lechat

Music Production: Roundhouse

Annick Meyer


Veroniek Hesters

Account Director, These Days

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Wunderman Thompson is a creative transformation agency that combines the expertise of an advertising agency, a consultancy and a technology company. This enables the more than 200 talented staff at our Antwerp, Brussels and Amsterdam offices to set the tone on the Belgian market.

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