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 UX & UI designer of the web content. The online videos were directed and produced by Sweet Pictures.