That Big Hairy Inner Voice - Unbottled.

We were asked to launch a body wash to middle-aged married men. How did we approach it? By leveraging a societal insight that this target feels they are losing their masculinity through their new role as married ean and the male improvement media that comes with it. We decided the little voice in the back of a man’s mind that says ‘Why can’t I just be a man’ - is the strongest way to wake men up to the product. Why it worked? Our bottle looks like an oil can, Dial makes it, and the bathroom/shower is the only place in the house with no judgments.

*Recognition: Nominated for best spot at Cannes International Film Festival. Award: Silver Webby for Man Luge.