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Bastion and Epzen have partnered to launch the "Whatever Your Zen" campaign, challenging traditional notions of expensive self-care. Targeting Gen Z on a budget, the campaign embraces individual, affordable self-care rituals, such as long showers or binge-watching while washing. By rejecting pricey spa treatments and luxury face creams, Epzen promotes accessible self-care with vibrant, relatable bathroom scenes. Bastion's creative director, Elizabeth Willmott, emphasizes understanding modern living demands and creating fun, uncomplicated self-care experiences. The campaign highlights the diverse interpretations of "zen" and reinforces Epzen's brand values of relatability and affordability. Anna Robinson, Vitality Brand’s senior brand manager, praises Bastion for authentically capturing the brand’s tone and values, celebrating unique self-care expressions.Teams spotlight
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