The Brief
Personally, I was really excited about the brief when it came in. As a father myself, I truly understand how the ingredients in baby skincare products actually benefit our children, especially during their early years when their skin is the most sensitive. There are a lot of things to consider, especially because each child is so different – how is this product good for my child? Is this product safe for my child? What kind of ingredients and chemicals are in this product?

The thing that drew me into Natural Botanical is really the things that go into the products, they’re made of organic ingredients – and you can tell that this thought, of being organic, runs not just in the products, but even right down to their packaging materials. I was very impressed because not a lot of big brands will really put in the effort to go this far these days.

This commitment to quality and to organic materials really connected to us, and to me as a father. And that is when we thought, “hey, we can really do something with this.”


The Idea
Our first thought was to take this brief as an opportunity to do something with an impact that would last beyond just product awareness – we’ve found that these days, parents are not just concerned about protecting their babies, but more so about protecting the future that their babies inherit from us.

And PIGEON is no stranger to the role of a protector. Yes, we’re committed to protecting babies and children, but we also have to be committed to protecting the environment that these babies grow up in.

Key to our process of ideation was the realisation that “natural” products may be good for the baby, but not always good for nature itself. That is where the Natural Botanical line comes into play. These are not just skincare products that are made with ingredients from nature, but these are products that are also made with nature in mind.

That is how we created “From Earth with Love,” to shed a light on how the things that protect your child could also protect Mother Nature. We wanted to show how Pigeon’s Natural Botanical line recognises this interdependence, between the Earth and the people who inherit this Earth.

 
The Execution

One of the most crucial steps was figuring out how we can make sure that the idea could be carried throughout the whole campaign. We really had to embody the idea of “From Earth with Love” in every aspect, from the messages we put out, right down to the execution of the visuals.

And embodying this concept also means we have to be mindful of our impact. We have to be as eco-friendly and genuine as possible. That means going analog, no plastics, no 3D rendering. Just like the Natural Botanical line, what you see is really what you get.

Paper as a material is organic, it’s tactile. Which is essentially why we decided that Paper is the ideal material for us to work with. But more importantly, we wanted to be sure that we’re limiting our footprint even with the production of the campaign. Things like whether the paper we use is recycled, where the paper will end up after the project – these were things we had to consider before going into the shoot.

We were also worried because, if you’ve had experience with paper craft, you would know that this might be a simple material, but it’s definitely not so easy to work with.

So finding the right partner for this project was key. Thankfully, we found Cheryl – one of the best paper artists in the country – and we worked closely with Desmond, a director who shares just as much passion as we have for the idea.