NEUTROGENA
FOR GEN Z, THERE IS A DISCONNECT BETWEEN HOW SKINCARE IS MARKETED AND HOW PEOPLE ACTUALLY LIVE. GEN Z LIVES STRICTLY IN THE MOMENT. THEY CHASE EXPERIENCES, NOT CONSEQUENCES. HOWEVER, PROTECTION IS NORMALIZED IN INTIMATE MOMENTS.
SKIN PROTECTION ISN’T.
SKINCARE BRANDS RARELY SHOW UP WHERE OTHER FORMS OF PROTECTION ALREADY EXIST.
INTRODUCING THE NEUTROGENA SNEAKY LINK. WITH THIS MAKEUP WIPE/CONDOM DUO, WE PLACE SKINCARE WHERE PROTECTION ALREADY EXISTS, ILLUSTRATING TO GEN Z THAT THEIR SKIN IS EQUALLY DESERVING OF PROTECTION.
THIS CONCEPT WAS DEVELOPED DURING OUR TIME INTERNING AT BBDO NEW YORK AND ULTIMATELY KILLED AT THE ECD LEVEL.
EACH PACK PAIRS A CONDOM WITH A NEUTROGENA MAKEUP REMOVER WIPE AND IS EMBEDDED INTO OBJECTS PEOPLE ALREADY CARRY: A WALLET, A PACK OF GUM, AND A COMPACT MIRROR.
CW: JAI IVY RAINES
AD: MAGGIE SULLIVAN
