E45: Straight Up Skincare by Havas London
- Location:
British skin care brand E45 has unveiled a significant brand repositioning campaign and new strapline: Straight Up Skincare. It is a marked shift away from previous communications, which had focused on the brand’s 60 years’ experience, and the historical perception of the brand as a remedy for extreme cases of dry skin.
Havas instead positioned it as a straightforward, uncomplicated, everyday product and championed its relevance in the modern world.
Credits
Agency (Havas):
ECD: Ben Mooge
Creative Director: Elliot Harris
Creatives: Joe Williams, Dave Mygind
Business Director: Ainhoa Wadsworth
Account Director: Matt Ramage
Account Manager: Sophie Amodio
Head of Strategy for RB: Chantelle Begley
Planning Director: Bianca Petroff
Production lead – RB: Louise Bonnar
Agency producer: Joseph Ogunmokun
Print executive producer: Maggie Roberts
Film production:
Production company: Knucklehead
Producer: Peter Knowles
Director: Finn McGough
Production manager: Lucy Chambers
Production designer: Nathan Parker
DoP: Chris Sabogal
Costume designers: Lucy Hagan, Tom O’Dell
Editor: Mark Burnett @ The Whitehouse
Assistant Editor: Amber Saunders @ The Whitehouse
Colourist: Matt Turner @ Absolute Post
Post-production producer: Belinda Grew @ Absolute Post
Online lead: Zee Stoitchkov @ Absolute Post
Online assistants: Elliot Platt & Jack Kennedy @ Absolute Post
Narrator: Nicola Adams OBE
Audio post-production: Nick Angell @ Angell Sound
Soundtrack composer: Ashley Bates @ Adelphoi Music
Print production:
Executive producer: Maggie Roberts
Photographer: Diane Sagner
Retouching: Dipping Sauce
Design: Elizabeth Bukonova
Media agency: Zenith Optimedia
Hero casting: Talent Republic
Exposure: TV, PR, press, OOH, PoS, digital, social
