DTRT 10 Sec: All in 10 Sec

Background - 10 Sec. All in One Lotion. The 10 Sec all-in-one lotion aims to reach young Chinese men, who make up an increasing share of the US$33 billion Chinese skincare market. It addresses the needs of all of them: fat and thin, short and tall, gay and straight, effeminate and muscular, athletic as well as the handicapped. 10 Sec is designed for men on the move as well as fans of the snooze button who could all use a streamlining of their morning routines. The new multitasking formula hydrates, tones, brightens and makes them smell good in just 10 seconds. Idea - How 10 Sec Makes You Feel
We embraced the strangeness of the Internet and showed what men feel like moments after using 10 Sec. - like the King of the World, like a Ballerina or a Human Wrecking Ball. They all express the amusing, strange and imaginative sensations 10 Sec creates. Agency: GPB, Shanghai