Schick Design & Branding UNEXPECTED HYDRATION by J. Walter Thompson New York

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Industry Shaving
Media Design & Branding
Market United States
Agency J. Walter Thompson New York
Executive Creative Director Sarah Barclay
Art Director Billy Faraut
Copywriter Howard Lenn
Producer Carly Chappell
Photographer Jim Fiscus
Released June 2010

Credits & Description

Category: Posters
Advertiser: ENERGIZER
Date of First Appearance: Jun 15 2010
Entrant Company: JWT NEW YORK, USA
Executive Creative Director: Sarah Barclay (JWT New York)
Creative Director: Billy Faraut/Howard Lenn (JWT New York)
Art Director: Billy Faraut (JWT New York)
Copywriter: Howard Lenn (JWT New York)
Planner: Jason De Turris (JWT New York)
Producer: Carly Chappell (JWT New York)
Business Director: Claire Capeci (JWT New York)
Account Executive: Ariel Stern/Monica Lewin (JWT New York)
Photographer: Jim Fiscus
Media Agency: (MEC)
Chief Creative Officer: Peter Nicholson (JWT New York)
Media placement: Posters - Game Pro Media E3 Party - 15 June 2010

Describe the brief from the client
Shaving is a necessary evil for men around the world because it irritates and dries the skin. So, in 2010, Schick reinvented the way a razor makes contact with the skin. The typical and useless lubrication strips were replaced with a reservoir of water-activated gel. The Schick Hydro glides on this gel, hydrating the skin as you shave. Our goal was to let twenty-somethings know that there's a better razor out there that hydrates instead of over-drying their skin.

Describe the challenges and key objectives
Schick competes against a much bigger player in the shaving category, Gillette. We had to do something to outflank them and gain share. While both brands have claimed skin care benefits, the Schick Hydro is the first razor to actually do something positive. Other razors simply prevent damage. But no matter how much protection from razor burn you get, you still expect some dryness. The experience of shaving with the Schick Hydro is unexpected because it actually leaves your skin feeling hydrated. We wanted to get attention by dramatizing this unexpected hydration.

Describe how you arrived at the final design
The posters show hard objects transforming into water when they hit the face. This is designed to be a striking visual representation of how the Schick Hydro transforms the rough aspects of shaving into a hydrating experience. Technically, everything was shot in camera. We created the water effect by splashing mannequins made of clear plastic. Then artfully compositing the portraits and water in post. The dark background was chosen to accentuate the splashes, and the layout kept simple to maximize impact. The name of the razor, “Hydro,” did the rest.

Give some indication of how successful the outcome was in the market
The launch of the Schick Hydro was a tremendous success. Like the shave the Hydro delivers, increased market share exceeded expectations. And our growth came at the expense of our biggest competitor, Gillette, as planned. The posters themselves hit way above their weight by earning media on blogs and by being featured in reviews and editorials.