The brief:
(Potential) client wanted to create a series of print/magazine ads to launch their skincare range for men. The products are based on nature, very much like Body Shop.
Creative Rationale:
When it comes to skincare for men, there is a large untapped market - the Real Man's Men. We are talking the mucho macho Bruce Willis type rather than the pretty boy Tom Cruise type.
Traditional men are not metrosexual. They would rather walk in front of a moving bus than admit they use skincare.
Unlike skincare for women, touting Forest's Secrets unique ingredients or benefits such as "look years younger" would be far too sissy for this market.
To reach this market, we need to speak their language. Find out what interests them and go with that angle.
Basically, what our grandmothers warned us decades ago about men only wanting one thing still holds true.
With that in mind, let's give men what they want. Or rather, tell them about a product that women find irresistible.
The proposition is simple:
Use this product and increase your 'pull' factor. Or to put it simply, use Forest's Secret skincare range to get clear skin, which in turn, attracts chicks.
These series of "wink, wink, nudge, nudge" ads would definitely get the target market's attention, without having to say much at all. Imagine seeing this in FHM for instance.
The following two entries, 'What men want' and 'For us, men' were also proposed for the product launch.
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