2010 Winners & Shortlists

The Brief

Our brief was to position Extreme Comfort after shave balm as the soothing solution to razor burn. The insight was that men’s facial skin was so sensitive to razor-burn that it could be compared to a fire emergency.

Creative Execution

The use of the “break glass” box turned out to be a powerful metaphor for the product – as after shave balm is like a fire extinguisher for razor burn. Our research showed consumers related strongly to the comparison.

Describe the creative solution to the brief/objective.

The creative idea was to dramatize the protection offered by Extreme Comfort in a skin emergency. The direct mail piece was built around a “break glass” box used in emergencies. The text on the box portrayed razor-burn as the fourth major emergency and directed recipients to the brand website.

Results

The direct mail generated a lot of curiosity and word of mouth about the ideas. We plan to extend the campaign to other markets.