be you. be true.
For the launch of bebe's new portfolio, which includes more sustainable products, we were asked to create a new umbrella campaign and brand message. For this, we developed the new claim #beyoubetrue, which emphasizes that the new brand identity is defined by naturalness instead of flawlessness and puts consumers at the center of the campaign.
What does #beyoubetrue mean for bebe? We believe that everyone should have the freedom to feel comfortable in their own skin and be who they are. Whether made up or not, chic or casual, brave or sensitive, loud or shy - bebe celebrates everyone with all their facets and gives carefree and positive moments with simple skin care - now even more sustainable!
// Anne & Michal //
Agency : Jellyfish