LUSH X Smurf Campaign
This campaign was developed to spotlight Lush’s Charity Pot while raising awareness for environmental restoration and cultural preservation. In partnership with The Smurfs, the promotion introduced a limited-edition bath and body collection benefiting Sacha Kuyrana Maltakuna, an Indigenous youth group in Ecuador. Timed around a relevant holiday, 100% of Charity Pot proceeds (excluding tax) were designated to support efforts against deforestation and the preservation of Kichwa heritage. Deliverables included an email mockup, newsletter, two posters, product descriptions, and a website mockup. One of the main challenges was balancing the playful, colorful tone of The Smurfs with Lush’s clean, minimalist aesthetic. Creating mock products using existing product photography also presented difficulties, as the available imagery did not fully align with the new product concepts envisioned for the campaign. This project emphasized the effectiveness of strategic brand collaborations in generating both social impact and consumer interest. Aligning with The Smurfs added nostalgic appeal and environmental relevance, while partnering with a grassroots organization like Sacha Kuyrana Maltakuna created an authentic, purpose-driven narrative. Tying the campaign to a specific holiday and spotlighting the direct impact of purchases proved valuable in driving both awareness and action. Research focused on Lush’s brand identity, which is rooted in minimalism, bold typography, and a consistent black-and-white palette. The team analyzed Lush’s website and social media channels to guide the design direction and ensure visual and tonal alignment throughout the campaign assets.
