Title | E45 MILLIONS |
Brand | RECKITT BENCKISER |
Product/Service | DERMATOLOGICAL CREAM |
Category |
A01. OTC Medicines |
Entrant
|
HAVAS LONDON, UNITED KINGDOM
|
Idea Creation
|
HAVAS LONDON, UNITED KINGDOM
|
Production
|
HAVAS LONDON, UNITED KINGDOM
|
Credits
Elliot Harris |
Havas London |
Executive Creative Director |
Dave Mygind |
Havas London |
Creative Director |
Simon Connor |
Havas London |
Copywriter |
Stephen Cross |
Havas London |
Art Director |
Ainhoa Wadsworth |
Havas London |
Managing partner |
Matthew Ramage |
Havas London |
Account Director |
Patrick Cahill |
Havas London |
Head of production |
Louise Bonnar |
Havas London |
Deputy head of production |
Joseph Ogunmokun |
Havas London |
Agency producer |
Laura Davies |
Havas London |
Strategy Director |
Rosanna Owen |
Havas London |
Strategist |
Write a short summary of what happens in the film
In a category first, we made a skincare commercial with a sense of humour.
We see a series of crafted snapshots of our everyday audience being presented to us in unmistakably British landscapes, as our no-nonsense voiceover talks about them… With an unmistakably British sense of humour.
We are taken on a visual tour of Britain’s skin. From the millions of problems, to the one solution: E45.
This film ‘tells it like it is’ through a ‘showing how it actually looks’ approach. No soft focus, no faux science, no celebrity. Just British people and their diverse spectrum of skin conditions, colours, and ages.
Tell the jury anything relevant about the cinematography.
E45 is a product that does exactly what it is supposed to, no more no less. So, we wrote the brand line “Straight Up Skincare”.
British people have a tough time working out what skincare is right for them. With National Health Service budget cuts, long GP waiting times, and even longer referral times to dermatologists, many consumers aren’t getting the care that they need and are looking to the internet for answers. That’s where it REALLY gets confusing.
So, the time is right for a skincare brand to do some straight talking. Something people can relate to, and that people think “is for people like me”.
E45’s purpose is to help rid people’s lives of complications so they can focus on the more important things in life.
This campaign was all about taking the guesswork (and B.S.) out of skincare.