Youth skincare brand Freederm has taken a new direction with its latest advertising campaign, foregoing featuring young people and using a different technique to convey the feeling of freedom associated with self-confidence.
The latest activity from the brand continues to build on the theme of freedom but through a more irreverent, emotive device – a CGI goose.
Created by Bray Leino, the advert shows a goose, bored with the conformity of its flock, breaking away and spending a day indulging in a new found sense of freedom and individuality. Of the creative Andrew Wormland, Freederm brand manager, said it was “exactly the kind of thing our youth audience wants to see”.
He added: “For all its irreverence, it manages to remain relevant, celebrating the ultimate benefit our products can bring. It's a big leap forward both for our brand and the category, and we can't wait to see where this exciting platform will take us next.”
Jon Elsom, executive creative director, Bray Leino commented: “This feels like a really natural development of Freederm's brand story. The positioning we've developed of freedom through self-confidence is going from strength to strength, and this film opens up the way for a great many creative interpretations of what that could mean.”
A Twitter competition encouraging the audience to try and win prizes by sharing a photo of themselves feeling free will also run in tandem to amplify the TV spot.