I wanted to turn it into a “what just happened?” moment, something that catches you off guard. Butterflies felt like the right way to bring that feeling to life. After several different variants, together with production and suppliers, we created a reveal where the idea of spring was literally locked inside the box, waiting to be released. “Unlock jouw lente” became the core idea.
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The unboxing was designed as a small moment of surprise and emotion. Influencers didn’t just receive a product, they experienced it, and then shared it. That reaction pushed the campaign beyond the physical gift and into social media, turning it into organic content and boosting visibility for the Spring Edition among a younger audience. The campaign reached an estimated 2.5 million people and generated strong organic engagement online.