In our post-COVID-19 world, shaving has become more of a special occasion than ever. So to inspire people to reincorporate the practice into their daily self-care routine, BIC Soleil Escape wanted Goodby Silverstein & Partners (GS&P) to position its fresh set of scented razors (rose, lavender, citrus) as a mood-boosting treat that literally tickles your senses.
The goal was to make a commercial that people could “smell through the screen.” This spot tells the visual story of a girl who emerges from, and is literally surrounded by, the gorgeous flora and fauna that make up the scents of each razor. It’s in this surreal escape that she enjoys a smooth shave before disappearing back into the foliage with a newfound bliss.
The campaign includes :15 and :06 OLV as well as multiple social posts featuring still photography across various platforms. It was developed by GS&P and served as the directorial debut of celebrated print photographer Thandiwe Muriu of INSTITUTE Artist, founded by Frank Evers and Matt Shonfeld.
Muriu’s photography first and foremost celebrates and empowers women. By employing rich, vibrant colors, she pays tribute to her African heritage and tackles issues surrounding identity and self-perception.
Katie Potocki, marketing director, blade excellence at BIC, said, “This beautiful spot brings our ‘Surround Yourself in Soleil’ campaign to life. With our new Rose & Magnolia and Citrus scented handles, showering is not a tedious hassle – it’s an aromatic, all-encompassing, sensory self-care experience that makes shaving enjoyable.”
CreditsClient BIC Agency Goodby Silverstein & Partners Margaret Johnson, chief creative officer; Jon Wolanske, creative director; Savannah Bradford, art director; Mason Douglass, copywriter; Topher Cochrane, executive producer; Jim King, director of graphic services. Production INSTITUTE Artist Thandiwe Muriu, director; Lauren Greenfield, creative director; Frank Evers, founder/president; Matt Shonfeld, founder/managing director; Sean Lyness Tori Palmatier, exec producers; Nicole Whitaker, Jesse Green, DPs; Sara Reid, production coordinator. Postproduction E-Level David Becker, co-creative director; Steven Castor, assistant editor; Allison Lambert, post producer.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More