The Drum Awards for Marketing - Extended Deadline

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Date: Jul 2018
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In a new campaign from Isobar Nordics, Philips chooses to go a different route than most other brands within the razor and grooming market.

While analyzing research and previous studies on attitudes towards masculinity and facial hair, Isobar found that the generation of young men in Scandinavia can’t relate to the gendered stereotypes and masculine norms that usually are represented in advertising. Beards have been a central issue in the construction of masculinity ideals and it’s not uncommon to find ads telling young men that they need to be macho, full of confidence, have a perfect jaw line and six-pack abs. However, this image doesn’t resonate with young men in Scandinavia; it’s one they can’t recognize themselves in at all, but rather are limited by.

Based on this insight, Philips Nordics and Isobar Nordics took an approach very different to the industry standard and developed a concept that reflects and questions grooming standards and outdated perceptions of masculinity in society. The two-minute film centers around two young men, discussing vulnerability, not being able to grow a beard and what it means to be a man. The campaign is called 'The unshaved truth' and the film, which is produced by Slutet är nära, will run on social media this summer.

Credits

Creative agency: Isobar Nordics / Dentsu Aegis Network

Martin Peterson - Account Director - Isobar Nordics / Dentsu Aegis Network

Henrik Eriksson - Creative Director - Isobar Nordics / Dentsu Aegis Network

Frida Wadsby - Planner - Isobar Nordics / Dentsu Aegis Network

Alexander Slagare - Art Director - Isobar Nordics / Dentsu Aegis Network

Catherine Heijl - Copywriter - Isobar Nordics / Dentsu Aegis Network

Rebecka Källquist - PR specialist - Isobar Nordics / Dentsu Aegis Network

Client: Philips Nordics

Erica Eliasson - Nordic Marketing Manager Philips OneBlade - Philips Nordics

Erica Lindhqvist - Marketing Director Nordics, Philips - Philips Nordics

Production company: Slutet är nära

Jesper Ei Karlsson - Director - Slutet är nära

Petra Krigström - Producer - Slutet är nära

Alexandros Bakos - Executive producer - Slutet är nära