Braun: WEAR YOUR FACE

Credits & Description:

Category: Books
Advertiser: PROCTER & GAMBLE
Product/Service: BRAUN MALE GROOMING
Agency: BBDO PROXIMITY
Chief Creative Officer: Christian Mommertz (BBDO Proximity Düsseldorf)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Global Creative Director: Olaf Reys (BBDO Proximity Düsseldorf)
Global Executive Creative Director Braun: Michael Funk (BBDO Proximity Düsseldorf)
Art Director: Philipp Alings (BBDO Proximity Düsseldorf)
Junior Art Director: Fabian Biehne (BBDO Proximity Düsseldorf)
Brand Agency Leader/Planning: Sue Nisbet (BBDO Proximity Düsseldorf)
Global Group Account Director: Marie-Benédicte Hasselberg (BBDO Proximity Berlin)
Project Manager/Junior Account Manager/Art Buying: Nadia Leytes (BBDO Proximity Düsseldorf)
Director Print Production: Bernhard Burg (BBDO Proximity Düsseldorf)
Art Buying: Birgit Paulat (BBDO Proximity Düsseldorf)
: 45 Photographers
Publisher: (Seltmann Und Söhne Berlin)
Post-Production: Stefan Kranefeld (Stefan Kranefeld Imaging)
Make-Up Artist Cover: Anja Schweihoff
Media placement: Photography Book - Selected Stores In Germany, Switzerland, Austria, Benelux, France, UK, Italy, Greece, Spain, Etc. - 28.03.2012
Describe the brief from the client
In 2010, Braun Male Grooming ran a campaign in the US Market with the title ‘Wear your Face’. Our brief was to deepen that campaign and transform it into an art book, which bravely opens a debate on modern masculinity and what ‘Wear your Face’ means.
Describe the challenges and key objectives
The objective was to come up with a design book that best shows different perspectives on men and the way they ‘wear’ their face today. Our main challenge was to select and inspire 45 renowned photographers over the world to participate in, and submit their own unique interpretation of what ‘Wear your Face’ means to them, both in images and in text. The variety of submitted interpretations had to be mutually connected and true to the Braun brand image: daring but respectful.
Describe how you arrived at the final design
Sponsored by Braun supporting UNICEF, 45 renowned international photographers and artists selected mutually connected stories, presenting a kaleidoscope of diversity and sophistication of the male public image today: touching, powerful, disturbing, and at times aggressive. It was overwhelmingly beautiful in its diversity. It was true to the brand Braun, daring and respectful, leveraging on the 3 recent campaigns.
The imagery bravely opens a debate on what it means to ‘Wear your Face’. The book’s cover is symbolic and reflective of the content, representing a man as he is. The title ‘Wear your Face’ was projected on a model’s face, literally becoming a part of it. The neon-orange colour emphasises the effect, and represents modern masculinity.
Give some indication of how successful the outcome was in the market
The outcome exceeded our expectations. These internationally known artists were so excited about the project they joined our initiative and participated without any fee. The book’s profits will be donated to UNICEF. The book was presented and well received during the 5th International Photo book festival ‘Le Bal’ in Paris, 20-22 April 2012. The book is sold online and in stores throughout the world.
Selected stores in the following markets: Germany, Switzerland, Austria, Benelux, France (including Colette), UK, Italy, Greece, Malta, Spain, Portugal, Scandinavia, Eastern and Central Europe, Central and South America. Online platforms: amazon (including USA and Japan), and seltmannundsoehne.de.