Bush Medijina
Target Audience: Female 25-35 years old.
Background: Bush Medijina is an Australian skincare brand from a group of Waringakalina Elders and is a social enterprise using traditional Indigenous Native Botanical to create modern skincare products.
SMP: Bush Medijina - empower women’s hands.
Insights
Young Australian females value sustainability, wellness, and ethical consumption.
Social Media Ads (Video)
Empower Women’s Hands
According to the insights, this ad aims to highlight the artistry and craftsmanship of Aboriginal women through cosmetics, emphasizing gratitude and cultural heritage. Using ASMR sound and the "Rebirth" storytelling technique, the ad tells the journey of hands creating traditional bush medicine, symbolizing the brand's dedication to supporting communities. The brand archetypes, "the caregiver" and "the lover," reflect its mission, as 100% of profits are donated to support Aboriginal women.
Going Organic
The ad encourages a sustainable, organic lifestyle by highlighting the harmful effects of chemical cosmetics. Using the "Overcoming the Monster" plot, it follows the journey of an immigrant wife dealing with hormonal imbalance from chemical products, who finds relief and balance through Bush Medijina's organic offerings. The ad focuses on raising brand awareness, featuring the "caregiver" and "lover" archetypes, and appeals to those considering an eco-friendly lifestyle