'If you reduce things to a point you can understand it, this gives ground to grown on' said Phoebe Philo, creative director of Celine. This is the base of the campaign concept 'From Scratch'. The concept embraces the brands minimalistic style. The campaign is about an event in all big metropolis shopping cities due the fashion week. There is the 'house of glass' greenhouse where guests can auction bags for charity projects. This campaign has been visually worked out in a representation of space, invitation, give-away and in-store communication.