← All work
02 · Officine Universelle Buly
Officine Universelle Buly: Nature as the Ultimate Alchemy
A 360° campaign for a heritage apothecary house, presenting sustainability as a natural extension of its heritage through storytelling, experiential activations and digital touchpoints.
DisciplineESG strategy · 360° campaign
TeamSolo project
FormatStrategy concept
Objective
- Connect Buly's sustainable practices with consumer awareness.
- Answer greenwashing skepticism with transparency.
- Position sustainability as part of luxury and ritual.
- Strengthen emotional ties with loyal and new customers.
Deliverables
- Positioning: “Nature is the ultimate alchemy”
- Consumer segmentation and personas
- Strategic pillars and messaging framework
- “Journey of the Senses” pop-up experience
- “Souvenir of Nature” retail and tourist activation
- #BulySustains social and PR strategy, one-year rollout
Key learnings
- Aligning sustainability with luxury without diluting heritage.
- Transparency and credibility are the core of ESG communication.
- Complex sustainability topics land best as simple stories.
- Omnichannel campaigns need digital, physical and experiential touchpoints to work together.