JDO unveil a bold campaign for ‘SheaMoisture’
JDO teamed up with creative leader Amilcar Gomes to develop the campaign’s creative strategy that guided all activations.
The bold new campaign for SheaMoisture’s deodorant line conveys the inspiring message that feeling fresh boosts self-confidence and helps you discover your most complete and free self. The JDO New York team led the development of the key visual elements for the digital and print campaign, while Amilcar Gomes took on the creation of the television commercials.
Designed specifically for melanin-rich skin, SheaMoisture’s deodorant line breaks down limitations and allows black women to fully embrace their freest and most confident selves. At the heart of the campaign is the message, “We Got You,” an affirmation that fosters a deep sense of empowerment and community.
“The campaign needed to connect with black women, ensuring they feel part of a larger community where SheaMoisture is not just a brand, but a true ally,” – says JDO Design Director Mariana Kertész.
“We worked closely with the amazing Amilcar Gomes from the very beginning to create something that was real and rich with meaning. Every creative choice was made to create belief in the brand’s promise to empower through care, protection, and support.”
“All the creative, from the messaging to the visuals and TV spots, was crafted to make one thing unmistakable – SheaMoisture is a brand that shows up for black women,” – comments Gomes. “This campaign does that by celebrating body diversity and the unshakable confidence black women carry into every room they enter.”
“The creativity and support of both JDO and Amilcar was crucial in developing a campaign that truly speaks to the unique needs of SheaMoisture’s community. We’re proud to be a brand that empowers black women to feel strong, confident, and genuinely cared for.” – says Susan Mayberry, Associate Director of Design for Retail Innovation, Skin Cleansing & Deo at SheaMoisture.
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