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.améline.be, 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.
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