Droga5 London has launched a campaign for personal care brand Radox. The work centers on the power of fragrance and its effect on mood, emphasizing how showering with Radox shower gels can help transform moods. That spirit is at the heart of the campaign called “Emo.”
The spot demonstrates the nature of mood transformation by showing a well-known stereotype, the grumpy teenager, in a totally different state to what you might expect.
“During my misspent teenage years as a hateful, nihilistic young goth, I wish someone had told me about the mood-altering properties of Radox,” said David Kolbusz, chief creative officer, Droga5 London. “Let this campaign serve as a message to all children of the night–misery is a choice. Fragrance can save you.”
Droga5 London ECD Rick Dodds added, “It is scientifically proven that fragrance can change your mood. So as well as dramatizing this, we also wanted the spot itself to have the same transformative power and leave people in a happy and uplifted mood.”
Credits
Client Radox Agency Droga5 London David Kolbusz, chief creative officer; Rick Dodds, Steve Howell, executive creative directors; Lea Brissell, Alex Venndt, jr. creatives; Peter Montgomery, producer; Toto Ellis, head of strategy. Production Somesuch Daniel Wolfe, director; Seth Wilson, exec producer; Sam Chitty, producer; Tom Townend, DP. Editorial Trim Dominic Leung, editor. Visual Effects Time Based Arts Tom Johnson, producer; Stephen Grasso, VFX supervisor. Postproduction Framestore Simon Bourne, colorist. Music “I Will Love You” Summer Twins, writers/artists; Lisa Hart at Big Sync, music supervisor. Sound Design & Mix 750mph Sam Ashwell, sound designer/mixer.
When dozens of Klick Health team members said they wouldn’t be able to hug loved ones over the festive season, the agency turned to AI and other magic to orchestrate a series of sentimental, surprise reunions captured in its “Holiday Hugs” video. The heartwarming four-minute video, benefitting the D.C.-based Foundation for Social Connection (F4SC), parallels recent findings from a Maru/Blue Public Opinion survey commissioned by Klick.
The poll found 74 percent of Americans and Canadians won’t be able to hug at least one person they wish they could over the holidays. And like those in the video, survey participants cited geographical distance and loved ones having passed away as the leading factors preventing their hugs.
“I just wish I could really squeeze her right now,” says teary-eyed New York Klickster Kari Bocassi watching her AI-generated hug with her sister Marlene, moments before she bursts onto the set for a long in-person embrace. The siblings have spent the past 14 years caring for their mother since her Alzheimer’s diagnosis, but haven’t been together for the holidays since Marlene moved to Virginia. Similarly, Toronto’s Fred Duarte gets the bear hug of his life when his brother Rico, who lives in Brazil, walks into Klick’s production studio for their first holiday reunion in seven years.
Directed by James Cooper via Cooper Films, “Holiday Hugs” also taps into the fact that hugs don’t just make people feel better emotionally, they also have numerous health benefits. According to the National Institutes of Health, hugs can lower blood pressure and boost the immune system.
“There’s nothing quite like the warmth and reassurance of a heartfelt hug,” said Klick’s chief creative officer Rich Levy. “With ‘Holiday... Read More
