Arnold New York has a new campaign for Unilever’s brand Simple, the leading “perfume and color-free” skin care brand in the UK for over 40 years which launched in the US back in 2012.
Evolving from the idea that all skin can be sensitive, especially with the impact of cold, heat, wind, and city pollution, the campaign takes an approach to match its product’s name. Arnold dramatizes the idea by projecting images of possible triggers for sensitive skin (UV rays, stress, pollution, etc.) directly onto skin. It’s a straightforward but visually interesting approach that attempts to demonstrate that “the best way to fight the harshness is through the kindness of Simple.” Whether it can help Arnold build the brand into a powerhouse this side of the Atlantic remains to be seen. Credits after the jump.
Credits:
Global Chief Creative Officer: Aaron Griffiths
Group Creative Director: Sergio Flores
Senior Art Director: Yasmine Hamdy
Senior Copywriter: Seth Hill
Producers: David Fisher and Kristen Walsh
Marketing team:
VP Marketing Director: Simona Margarito
Associate Marketing Producer: Marie-Laure Davy
Production Company: Great Guns
Executive Producer: Marcello Blue
Line Producer: Gonul Aldogan
Director: Calum Macdiarmid
Editorial Company: KYLE Edit
Executive Producer: Brigitte Stanovick
Editor: William Zitser
Post Production Company: Absolute Post
Post Production Producer: Melissa Stephano
VFX Director: Jimmy Bullard
Flame Artist: Morgane Furio
Sound Mixing: Heard City
Music Company: Human
Music Producer: Kit Winter
Music Liaison: Phil Lawlor/Big Sync Music
Photographer: Sarah Maingot
Retouching: Graeme Bulcraig at Touch Digital UK