MALE MONUMENT by Crispin Porter + Bogusky Gothenburg for Philips

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MALE MONUMENT

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Industry Hygiene & Personal Care Products
Media Promo & PR, Case study
Market Sweden
Agency Crispin Porter + Bogusky Gothenburg
Executive Creative Director Gustav Martner
Art Director Mats Tellving
Copywriter Mikael Andersson, Tobias Grönberg
Client Service Director Kristin Vinqvist, Johan Kruse
Released April 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: PHILIPS
Product/Service: TOILETRIES AND HEALTH CARE
Agency: CP+B
Date of First Appearance: Apr 12 2010
Entrant Company: CP+B, Gothenburg, SWEDEN
Entry URL: www.malemonument.com
Executive Creative Director: Gustav Martner (CP+B)
Art Director: Mats Tellving (CP+B)
Sr. Art Director: Mattias Berg (CP+B)
Copywriter: Tobias Gronberg (CP+B)
Copywriter: Mikael Andersson (CP+B)
Client Service Director: Johan Kruse (CP+B)
Client Service Director: Kristin Vinqvist (CP+B)
Visual Designer: Tobias Petersson (CP+B)
Senior Visual Designer: Daniel Kvist (CP+B)
Interactive Developer: Erik Sterner (CP+B)
Technical Lead: Hakan Garneij (CP+B)
Interactive Developer: Mats Soderlund (CP+B)
Motion Designer: Jorgen Bengtsson (CP+B)
Interactive Developer: Kristian Sallberg (CP+B)
Content Manager: Louise Aslund Olow (CP+B)
Visual Designer: Malin Ekman (CP+B)
Sound Production: Jocke Starander (Speed of Sound)
Media placement: Viral Movie - YouTube - April 7, 2010
Media placement: Digital Site - Internet - April 12, 2010

Insights, Strategy & the Idea
Shaving commercials celebrate the stereotype of the macho man. Since Philips NIVEA FOR MEN has built-in lotion, and offers a close shave for sensitive skin; we needed to introduce a new role model to the shaving category –the sensitive man.

Creative Execution
Celebrations of the macho, insensitive man can be found anywhere in society –statues being one of the most obvious examples. So, to introduce the modern sensitive man, we created a statue that represented him.

Results and Effectiveness
The campaign has no support from bought media, and through word of mouth and viral spread, delivered 9,787 view on YouTube, 171,812 visits on the website, 1,503 created entries, press coverage in four out of the six biggest Swedish newspapers and also influenced a TV show to do a special about how poorly these old statues reflect today’s gender structure.