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Make your moisturiser work as hard as you do
L'Oreal; CeraVe
Step inside the CeraVe Lab; where we put hardworking faces through equally over-the-top tests, in a bid to show that one simple step can hydrate and protect;
no 10-step routine, no drama.
❋ Rooted in truthIt’s rooted in a pretty obvious truth: most people don’t have the time (or patience) for endless skincare steps, they just want something that works and lets them get
on with their day.
❋ Where casting did the storytellingWhich couldn’t be truer for hardworking people. So we cast influencers, not just because it was a social campaign, but because they were famed for their job (farmer, firefighter + an air hostess); meaning a quicker read on the concept.
❋ Science-backed gave wiggle room Okay, the tests were fake (spoiler alert), but the product is backed by Derms - and what our faux tests were testing for - the product actually underwent. Meaning we the joke stood up to scrutiny.
❋ Making a snazzy campaignA social-first campaign that blends dry humour with science-y visuals, keeping things simple, effective, and just self-aware enough to cut through the noise.
“In a digital world of endless new influencers, FYPs dogged with tutorials, and guidance given by anyone with a ring light - this campaign posed an opportunity to be the tonic in your feed. And since the product was not just backed by Derms, but genuinely loved by the masses, it meant we could talk in the tone of the internet - humour.”
