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Refresh Your Mind

Campaign Rationale

"With the turn of the decade, The Duchess invites you to Refresh Your Mind .
Rethink, refresh, and reboot as we take a fresh outlook on the way we drink, the way we think,
and the way in which we consume.
Whether it is spending more time outdoors, taking a step towards healthier living or simply gaining a
new perspective, The Duchess is embracing a refreshed mental and physical state and encouraging others to drive positive change by doing the same.
Whether it is working towards a sustainable future or simply taking a second to express gratitude in a world that spins at a tireless pace, we believe that new mindsets start with small changes.
Cheers to refreshed mornings and bright-lit adventures to complement the cause."

 

PROJECT MANAGER: Caitlin Doney

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The campaign "Refresh Your Mind" launched in January 2020.

Fast-forward three months, the campaign transformed from being sales-focused to a meaningful brand awareness campaign. When the world needed it most, The Duchess' content was focused around positive messaging, tips for staying at home, ways of hitting 'refresh' and a strong focus on the importance of mental health. The messaging was supported through weekly online yoga activations on The Duchess IGTV.

The "Refresh Your Mind" campaign was shot up the West Coast. Comprising of both photo and video, the shoot delivered incredible visuals. From the creating the shot list, to securing and briefing the suppliers - it was Caitlin's job to bring everything together, including the photoshoot which produced these stunning visuals. 

 

Brand: The Duchess

Producer: Caitlin Doney

Videographer: Michael Ellis

Photographer: Emma-Jane Harbour

Creative Director: Talita Calitz & Inus Smuts

Hair & Makeup: Sarah Whiteside

Styling: Lindi Niewoudt

Models: Kirsten Ringelman

Models: Qiniso Van Damme

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