Bulldog Skincare: We Make Better Choices So You Can Too

Bulldog Skincare is a brand that pushes boundaries to help men look and feel their best. It continually challenges the male grooming category with its sector-leading approach to sustainability, which sees it on an ongoing journey to find new and innovative ways to make its products and packaging. To communicate its sustainability story to audiences, Bulldog has just launched a new sustainability manifesto – We Make Better Choices So You Can Too – brought to life through animation, both developed in partnership with creative production company Be The Fox. The manifesto and accompanying animation unifies all the brand’s sustainability initiatives and encapsulates the thought and nuance that goes into all their products and manufacturing choices, and the brand’s long-term commitment to finding new ways to make their products and packaging kinder to the planet. Be The Fox was briefed to articulate Bulldog Skincare’s sustainability story and communicate that story in a uniquely compelling way. Strategic work included developing the manifesto and its creative expression, and producing a strategic messaging framework and new visual identity and communication style for all the brand’s sustainability communications. Based on the insight that sustainability is complicated and that trying to do the right thing can be overwhelming for people, the creative works to show Bulldog’s understanding of the dilemmas facing modern men in a way that is sensitive and relevant to their wide range of consumers. A tactile animation set to a poem performed by the spoken word artist, Isi Aboela, was used to create an atmosphere that is intimate whilst talking about a big subject. The stylised animation aims to resonate with all audiences, helping to move them from a state of confusion about the right choices to make, to optimism as it’s revealed that Bulldog has already done the hard thinking and has the answers.