About
Chico's is a women's clothing brand founded in Florida, whose current target is focused on women from Generation X and Baby Boomers.
With its arrival in México, the brand aimed to open its social channels with an introductory campaign that would be impactful and relevant to its audience.
The Mission
The Netfan Company agency, through its data and creative team, developed 'Just a Number', a campaign based on an insight: the world tells women to hide their age, to fear the years and that growing up takes away vitality.
Through Just a Number, the brand was able to turn women's age into what it really means: something positive and worth sharing.
To convey this great concept on a visual level, we developed the entire art direction throughout the entire campaign.
Starting from a visual identity that mixes numbers, adjectives and textile textures of the brand's incredible garments, a series of visuals were created in which different women of different ages proudly share their age and how they feel about it through an adjective that describes and empowers them.
The visual concept was successfully transmitted through various media and channels, from personalized postcards and t-shirts for all ages, special gifts for influencers, pieces for social media, posters and point-of-sale advertisements.
