Canadian fashion retailer, Maison Simons, and agency, Broken Heart Love Affair, have created a very different campaign. Its hero film is a first-person story about dying. The partners are urging people to see things differently and to be brave enough to find beauty in everything, even in the most challenging moments.
The new brand platform, All is Beauty, is led by ex-chief executive officer, Peter Simons, as he transitions to head merchant. He explains, “We made the choice coming out of the pandemic to do something that has some importance, that has a deeper meaning. We’ve taken the past two years to truly reflect on who we want to be as a company and have made the choice to use the privilege of our voice and platform to create something meaningful, something that is less about commerce and more about connection. It is stories like Jennyfer’s that we want to share—human experiences that move us and allow us to see the world in a different way. A way that may be uncomfortable, but where there is discomfort, there is growth and an opportunity to see deeper meaning and deeper beauty, that we may have otherwise missed.”
The film is non-scripted, but instead uses Jennyfer’s own words, and no Simons products appear in the film. The All is Beauty platform consists of the three-minute digital, All is Beauty, film with 60 and 30-second versions on TV and online. It will be supported by digital OOH in Ontario, British Columbia, and Alberta.
Jennyfer was terminally ill and, though in pain, made the courageous decision to fill her final days with as much love, connection, and wonder as she had throughout her life, to live fully until her very last breath, and to see the immense beauty in her final moments.
“While her story is not easy to tell, it is a moving testament to the exquisiteness and fragility of human life and an inspiring example of how our bravery to act and see things differently can drastically change our reality. It poignantly proves that all is beauty, Simons added.
The brand platform and the launch film, both created by Broken Heart Love Affair, are reflections on the past few years filled with tragedy and vulnerability, and focus on the opportunity to gravitate towards the beauty of life in the most challenging moments – a reminder that the human experience should always be one filled with appreciation and a balanced view on the world around us.
“This project is unlike anything we have done before,” stated Craig McIntosh, chief creative officer, BHLA. “Peter was adamant that their message would have a broader impact and could transform the way people approach their life. He wants Simons to be a catalyst for change, more than simply a retailer.”
Find more info about the platform here.
