Advertiser: JOHNSON AND JOHNSON
Agency: DDB NEW YORK
Category: Best Use of Outdoor
Editor: Danette Mehalik (Blue Rock)
Director Of Photography: Eddie Stephans (Kor-San Films)
Director: Eden Tyler (Kor-San Films)
Account Supervisor: Elizabeth Shirley (DDB NY)
Executive Producer: Enrique Bacher (Altana Films)
Composer: Jeremy Turner (Big Foote Music)
Chief Creative Officer: Matt Eastwood (DDB NY)
Art Buyer/Print Producer: Jane Piampiano (DDB NY)
Creative Director: Marcia Murray (DDB NY)
Senior Art Director: Marilyn Kam (DDB NY)
Account Director: Ryan Hoagland (DDB NY)
Executive Producer: Tom Korsan (Kor-San Films)
Colorist: Lenny Mastrandrea (Nice Shoes)
Executive Creative Officer: Menno Kluin (DDB NY)
Acd/Copywriter: Amy Rakowski (DDB NY)
Producer: Mary Sanders (Kor-San Films)
Music Producer: Raymond Foote (Big Foote Music)
Executive Producer: Sergio Gullco (Altana Films)
Senior Producer: Susan Ducey (DDB NY)
Account Executive: Victoria Bradbury (DDB NY)
Effectiveness
The film was posted all over the world on our regional Facebook pages and reached over 1.3m CLEAN & CLEAR fans with its message. The video launched during key back-to-school retail time, so CLEAN & CLEAR was top of mind at shelf, helping us to maintain our #2 acne brand position behind our sister Johnson & Johnson brand, Neutrogena.
Strategy
CLEAN & CLEAR has been a leader in teen skincare for over 20 years. Our goal was to celebrate the brand, and reiterate a product benefit—clean, clear skin—in a new and interesting way.Our target audience is female 12-24. The type of relationship CLEAN & CLEAR has with this market is one of friendship. Teens and young adults view the brand as trustworthy and approachable—a brand that’s fun, energetic and on their level.Teens have a passion for fun content and viral videos. And as a brand that ‘gets’ teens, we needed to come up with something worthy of their approval. It has become category norm to see a young teen girl splashing water on her face in a facial cleaning commercial—a demonstration of clean skin. We turned this benefit on its head by creating an out of home execution with several layers of illustration and artwork, thousands of water balloons, and a crowd of teen girls.
Execution
The video was distributed on all of our digital properties and linked back to one place—YouTube. The SPLASH MOB project ran in several markets around the globe including the US, Canada, Ireland, United Kingdom, France, Australia, New Zealand, India, Saudi Arabia, Argentina, and Puerto Rico.