Jaanuu: Campaign Concept
Inspiring healthcare professionals to promote self-care by bringing balance full circle, from work to recovery.
The Articulation:
The result was our “Center Yourself” campaign, which empowered our healthcare professionals to rediscover balance and prioritize self-care by centering themselves. Our wide range of product offerings—including scrubs, loungewear, outerwear, and socks—supported them from work to recovery, allowing their balance to come full circle. The copy broke the action of self-care into different “self” statements for each individual product launch, creating campaign scalability while mobilizing our community to remember who they are at their core—and inspiring recovery across the board.
The Why:
By Q4 of 2021, healthcare professionals—the core audience of scrubs brand Jaanuu—were still exhausted and stressed post pandemic after putting everyone but themselves first. Looking at a heavy lineup of product launches for the remainder of the year, we needed a scalable campaign that could cohesively cater to a variety of merchandise across a full quarter, while also emotionally connecting with our consumer’s current mindset. As Content Director, I was tasked with devising a concept that crossed off on both requests.
Campaign Concept
Concept Creative
