vaseline; advertising campaign route 1

Rain Rain Rain
Lots of Mud

Aim: To create a campaign for active men encouraging them to look after their skin without them feeling effeminate. There were three routes to this pitch; ‘insensitive skin’: compares the tough activities men do with the vulnerability of their skin. ‘recharge’: emphasises the need to replenish moisture lost during various forms of exertion. ‘world of skin’: likens the male body to the surface of the earth with all the same needs for moisture and protection. Insensitive Skin won the pitch.

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