Arcade Singapore launches new global campaign that puts the CLEAR man back on top of his game
Unilever is re-launching its entire CLEAR men’s range with new packaging and active bio-nutrium formulas infused with ginseng, tea tree and mint that promote ultimate 24-hour freshness.
The challenge for Arcade was that “freshness” is an abstract, sensorial concept.
The key was to ground freshness onto a higher emotional plane, one that modern men would relate to and enjoy.
To achieve this, Arcade has created a new digital campaign, introducing us to the CLEAR Freshman. A man on top of his game; a man fresh 24/7. Cool, suave, cosmopolitan. And with no dandruff to prevent him getting ahead. The Freshman dispenses genuine lifestyle and freshen-up tips for men. He’s a modern-man guru in grooming, dispensing his wisdom through entertaining and humorous online films and games. His objective: Turning mere men into Freshmen.
“We are engaging men online in the best way possible – with humour. But the Freshman’s tips are really practical too. We researched over 100 facts about scalp health, dandruff and general grooming. This is a fun and engaging way for men to associate being fresh with CLEAR,” says Arcade’s Creative Director Matt Cullen.
The new campaign includes strong interactive elements. Men are invited to submit their own fresh tips. The man with the freshest tips will be selected as the next Freshman, giving him a starring role in the next CLEAR Men campaign.
Credits:
Creative Director: Matt Cullen, Gary Tranter
Mark Taylor, Creative Director
Account Director: Saufi Salleh
Account Executive: Chin-Han Yu