Reason #8.5: Challenge the brand norm

Lux

A global client who wasn’t expecting us to answer the brief without brand baggage

Problem: Lux is a very, very, very traditional client in the business of selling beauty through its [conservative] products. The brief was to create short videos aimed at teen girls in Asian countries which were not used to using liquid soap (priced much higher than bar soaps). It had to cut through the clutter and educate with 3 words; Lux. Loofah. Lather.

Solution: My global CD partner and I just sat through hours of teen vids, visuals, stimulus and cracked this one out in an afternoon. The client loved it. Then politely told us to be more conservative anyway. They say they want to change. But do they really? :-)