From Down Under comes a rather bizarre new way to look down under your arm if you're a Gen Z boy. Worthy of its own videogame is a print and oudoor campaign, which also features redesigned packaging, for a line of body sprays and deodorants called Graphite from personal care marketer PZ Cussons. It targets males 14-25, and we have to wonder: how come there are no chicks? "The idea of using females in ads is already owned by market leader Lynx, so we didn't want to go down that path," explains AD Therese Laurin. "We liked the idea of a guy being so confident that he just doesn't even care if the chicks like him or not." Adds CD Michael Faudet, "The target audience is confident, free of angst, into extreme sports and music, and, above all, they want to stake their claim in the world. "
Client: Graphite Agency: DDB/Melbourne ECD: Michael Faudet CD: Christy Peacock CW: Jim McKeown ADs: Therese Laurin, Tobias Ottenfelt Package Design: Linda Fahrlin Photographer: Andrew Vukosav Retoucher: Matt Davis