The problem/opportunity.  To have stand-out in a market saturated by Gillette’s high-spend campaigns and Lynx’s ‘lad-speak’ and convince men that this new ‘shaving system’ by Nivea actually made saving feel nicer.

The solution.  An ATL campaign that communicates a tongue in cheek, over-the-top pleasure brought on by using Nivea – and an online campaign that took shaving pleasure even further and introduced the idea of shaving addiction. Cue a ‘network’ of linked online activity including a Japanese game show, a fansite for the star of the show, shaving pornography, a pornography site dedicated to the genre, a fake news report and finally a microsite for a rehab clinic claiming to cure shaving addiction.

Roles.  With my (then) creative partner Haydn Kerr, we concepted, created and wrote all the ads, the video scripts and the website content. I art directed the whole project and was the designer of the web content. The online videos were directed and produced by Sweet Pictures.

Press.

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TV and Cinema.

Digital Out-of-Home.

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Spoof Japanese Game show and fansite

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Spoof Porn.

Spoof News Report.

Shaving addiction clinic site.

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