E45 Rich is a bit more expensive that the average hydrating cream on the shelves. So we created a campaign highlighting the stress we put our skin under every day. We made a film for TV and cinema following three women in their daily activities mixed with close ups of skin reacting to the environment. This film was then adapted to create social content.
We amplified the campaign with some posters for print and OOH. We worked with Allison Carmichael to beautifully craft the headlines on real skin and hired photographer Sophie Mayanne to capture it in a raw and intimate way. We chose models with different skin types, scars and marks to highlight the toll that our skin takes.
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