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Advertising and content agency Good Conduct has created a national marketing campaign for Lumin Skincare, a premium skincare brand designed for men. 'Skincare for men. Mansplained … read morefor men.' will break next month on TV, CTV, and in digital and social media. This is Lumin's first brand-awareness advertising campaign, and Good Conduct is the company's first B2C creative agency. The shop won the assignment after a credentials pitch last July and is handling brand strategy and production along with creative duties. Good Conduct created two 30-second, two 15-second, and one long-form web video, along with 15 social videos and 33 stills. Modern men prioritise their mental and physical well-being but ignore one of their most prominent features—their face. They brush their teeth, eat healthy, meditate, and work out to look and feel better yet neglect to incorporate a skincare regimen into their routine. Or, if they do wash up, they figure a bar of soap will do just fine. The central character in the spots is a humorous skincare guide who busts in on men in their homes to question their stubborn views and beliefs and suggests they try Lumin’s products. The campaign’s objective is to get men to try skincare with a brand designed specifically for them and drive people to purchase it at Target and Walmart, where they are launching in Q1 of this year.
read less...Partner: Rob Lewis
Partner: Travis Reeb
Strategist: Emma Price
Photographer: Brayden Heath
Post Production Company: Wild Manor, Boulder, CO
Editorial Company: Wild Manor, Boulder, CO
Editor: Andy Green
Assistant Editor: Ricky Baylis
Senior Producer: Kate Swenson
Colorist/Finisher: Jonnie Sirotek
Visual Effects Company: The Mill, LA
Sound Design: Connor Birch
Mixed by: The Post Haus
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