the challenge
So clear skin may cause confidence, eh? Prove it.
how?
Acne is serious stuff, but the target demographic (man, that makes me feel old; at least I didn’t say “the kids”) understands humor. We have to use jokes to reach them, the more over-the-top, the better.
So we hooked up with a production company (INTERspectacular) and a comedy group (Derrick Comedy) to develop a series of webisodes. The short video clips explained how to project confidence, how to live it, breathe it, eat it. And what happens when you do. The videos had the same over-the-top feel that the television spots had — a great example of a truly integrated campaign.
The website contained UGC functionality, allowing consumers to upload videos and photos of situations where confidence was key. We worked with a content moderation company called eModeration (run by the fabulous Tamara Littleton) to avoid the obvious.
key technologies
Flash AS2 for site structure and content. PHP and MySQL for polls and viral components. JavaScript for usage tracking and analysis.
team
- Pat Stern, Executive Creative Director
- Victor Sie, Creative Director
- Claudia Schwartz, Copywriter
- David Weinstock, Creative Director, Rich Media
- Zameer Rehmani, Flash Programmer
- Husani Oakley, Director of Technology
- Paul Denya, Senior Software Engineer
- Catherine DeAngelis, Project Manager
- Maryann Pulvirenti, Director of Client Services
- Katie Kistner, Account Supervisor
- Natalie Tongrugs, Assistant Account Executive
- Did I forget someone? Probably, and I’m sorry. Let me know.
