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.
TV and Cinema.
Spoof Japanese Game show and fansite
Spoof News Report.
Shaving addiction clinic site.