Diwali Campaign 2021

Campaign Objective

Drive digital and store traffic to Sephora during Diwali, an annual celebration rooted in light and newness. Improve brand perception, approachability and drive emotional connect with South Asian clients.

Campaign Concept – Celebrate Diwali – Reignite the Light

Diwali celebrates new beginnings, the triumph of light over darkness and good over evil. As we reacquaint ourselves with the pieces of our lives that have been largely out of reach – our families, friends, hobbies, celebrations, traditions, and on – we find there is more reason now than ever to embrace the idea of a fresh start. This year, we offer our platform to hear directly from those that celebrate – to listen, to learn and to be inspired by the traditions and teachings that are central to the holiday. As the occasion is celebrated and communities are reunited – we hope to share these stories so they can serve as a catalyst to reignite some light, love, inclusivity and positivity.

Credits: Creative Direction, Art Direction, Writing: Jaimie Hallarn, Designers: Eric Champagne, Ellen Foster, Senior Manager – Campaigns & Communications: Amanda Hungerford, Paid Media: Julie Forbes, Social Media: Kaleigh Henderson, Model Photography: Matt Barnes, Director: Nikki Ross, Editor: Miguel Barbosa, Product Photography: Robert Watson, Product Video: Evan Bergstra, Set Design: Renee Drexler, Hair: Duyen Huynh, Sandra Yang, Makeup: Kevin Truong, Carla Ladia.