Aesop x MUBI

For 2024, Aesop’s Festive Gift Kits drew on the brand’s long-standing love of cinema. To amplify the story and extend its cultural reach, we partnered with a like-minded brand, captivating new audiences, sparking emotional connection, and cementing Aesop’s voice within both film culture and the wider creative community.

The Journey

  • Context

    The strategic development of Aesop’s 2024 Festive Gift Kits marketing campaign began with an in-depth assessment of the brand’s seasonal objectives and audience touchpoints. Four key activation pillars were identified as critical to success:

    1. Creating added value for customers

    2. Designing immersive in-store experiences

    3. Out-of-house takeovers

    4. Enhancing the brand’s digital services.

    Beyond these pillars, the activation needed to be scalable and supported by a dynamic 360° approach that resonates with both regional and global audiences.

  • Approach

    Three concepts were developed and presented to Aesop’s global leadership team, with final approval secured from the Chief Marketing Officer. Potential partners, including A24 and MUBI, were evaluated for fit, and after high-level discussions, MUBI was selected for its shared ethos and creative approach—positioning the partnership to deliver cultural and commercial impact.

  • Result

    MUBI responded with a compelling proposal that aligned seamlessly with Aesop’s brand ethos, including:

    1. A gift-with-purchase concept designed to surprise and delight both givers and recipients

    2. A bespoke sensory-themed microsite hosting a curated film program to deepen engagement.

    3. A series of immersive cinematic events crafted to reflect Aesop’s commitment to culture, storytelling, and experiential design.