Master Facial Scrub - Family Soap Series (Foot / Hairy Back / Pit)
By Ogilvy - Makati City
For Unilever Philippines Inc. Brand Master Facial Scrub
Winner in category Advertising
In subcategory Outdoor
Project Description
For years, Master – a Filipino skincare brand – has communicated to men the importance of washing their face with a product specifically made for it, like facial scrub. Previous communications focused on the functional benefits of facial scrub. However, this was not getting the attention of men.
Agency Solution
Most Filipino men don’t see the significance of facial scrub, and simply wash their face with a bar of soap. This is because the majority of Philippine homes only have one bathroom, and men just use whatever is in it, like the bar of soap that the rest of the family uses.
Using this insight, the agency tried a less functional approach and used humour to appeal to our audience. We released attention-grabbing posters that comically showed where that shared bar of soap could have been – like an armpit, a hairy back, or a foot – to convince men the need for Master Facial Scrub.
Using this insight, the agency tried a less functional approach and used humour to appeal to our audience. We released attention-grabbing posters that comically showed where that shared bar of soap could have been – like an armpit, a hairy back, or a foot – to convince men the need for Master Facial Scrub.