*{hyphens: auto;}

Brickell
Men's
Grooming
Campaign

Marketing narrative for Brickell's skincare products, with sample collateral in urban environments and social media messaging

Brickell
Men's
Grooming
Campaign

Marketing narrative for Brickell's skincare products, with sample collateral in urban environments and social media messaging

Challenge

Advertising campaigns perform a vital function within a brand’s strategic positioning. As an advertising case study, a campaign was built around Brickell Men’s Products, a male grooming brand that promotes diverse health and grooming products marketed to an all-male clientele. Due to a lack of brand recognition, the campaign needed to raise the brand’s awareness and consideration.

Using mystery and metaphor, an advertising narrative was constructed around the exclusivity of Brickell’s products, elevating the brand to an enlightened cult of expertly groomed men. Using Brickell’s Purifying Charcoal Soap as an entry point for the entire product line, a photographic direction was developed, with close-up, black and white, portrait-like aesthetics and on-brand copywriting “Join the cult,” that functioned as a call to action. Based on market research, four applications of the visual were created: a vertical print poster for public transit, a mobile Instagram ad post, a desktop Twitter post, and a landscape print poster hanging in a shopping mall.

Challenge

Advertising campaigns perform a vital function within a brand’s strategic positioning. As an advertising case study, a campaign was built around Brickell Men’s Products, a male grooming brand that promotes diverse health and grooming products marketed to an all-male clientele. Due to a lack of brand recognition, the campaign needed to raise the brand’s awareness and consideration.

Using mystery and metaphor, an advertising narrative was constructed around the exclusivity of Brickell’s products, elevating the brand to an enlightened cult of expertly groomed men. Using Brickell’s Purifying Charcoal Soap as an entry point for the entire product line, a photographic direction was developed, with close-up, black and white, portrait-like aesthetics and on-brand copywriting “Join the cult,” that functioned as a call to action. Based on market research, four applications of the visual were created: a vertical print poster for public transit, a mobile Instagram ad post, a desktop Twitter post, and a landscape print poster hanging in a shopping mall.