The new razor includes a hydrating gel reservoir that moistens the skin as you shave.
To communicate the hydration benefits, JWT Sydney created a unique YouTube takeover piece featuring two men being hit across the face with a resulting spray of water splashing across the screen, causing the text to run and dislodging elements on the YouTube page, including the main screen and related video screens.
The takeover is part of a digital campaign also including rich media banners, a microsite and social media.
“The YouTube creative delivers a strong message about the hydration benefits of the Schick Hydro 5 with an unexpected touch of fun,” said Ashadi Hopper, JWT national creative director for digital and direct.
Schick senior brand manager Burcak Sezer added, "With the YouTube concept particularly, JWT has developed an entertaining idea that will create a deeper level of engagement around the benefits of Hydro 5.”
Credits:
Campaign Schick Hydro
Account managers Jasmin Bedir, Holly Matchett, Angus Pragnell, Daniela Gillis
ECD Angus Hennah
Creative director Ashadi Hopper
Creative team Declan Byrnes, Damien Whitney, Michael Kleinman, Damien Hughes
Media agency MEC - Tamsin Ash, Jodie Lam
Exposure Digital
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