Global Expertise

How do you make claims about a body wash that consumers can’t even pronounce?

How do you inspire Japanese women to elevate their perception of a brand worthy of poetry?

Simple, ask them to perform a writing task in the streets of Tokyo and capture the results.

Authentic and poetic, no copywriter could have said it better…

Dove Body Wash was looking to create a demo video that showcased their sensorial superiority (rich, creamy product and thick, rich lather). But for Dove, that isn’t exactly news. We needed to create a demo that was fun and engaging, without the support of a new product claim or innovation.  To do this we looked at tying the demo to a real moment in time, something unexpected - like Chinese New Year.  We created a surprising and entertaining film with a twist. It highlights just how thick and creamy the lather of Dove Body Wash is and also celebrates the year of the monkey.  Local teams were given the film assets and the campaign was activated in February 2016 to a very positive reception.

Dove asked me to help them show women that you really can feel the difference after just one shower with Dove Bodywash.

We took to the streets of London and New York City. We asked women to take one shower with Dove right there and then to feel the difference for themselves. 

Over four days of shooting, we created online content for Dove's US Market as well as multiple TVCs and digital content to run across Europe.  

To increase market share in the competitive whitening deo category in Thailand, Dove Deodorant asked us to create a campaign that would shake up the market. After some research, we discovered that Thai women tend to pluck their underarms which leaves skin with a dimpled effect they call ‘chicken skin’. Despite its popularity, this compelling issue was completely unaddressed.

Our 'chicken skin' story invited Thai women to say goodbye to their chicken skin with a challenge to use Dove Whitening Deo over seven days (yes, as far as we know, it's the first Dove ad to feature live poultry).

Suave asked me to help them celebrate their new claim: "Fragrances preferred over Bath and Body Works". We took to the streets of Chicago with an honesty box, to find out how Suave performed in a real-life blind test.

Women loved Suave's fragrances and, when asked to pay what they thought the product was worth, were amazed at how many bottles of Suave their dollars bought.