Latest Campaign from Mekanism & eos “(almost) Indescribable Feeling”
This fall, eos Products is expanding its footprint into two new personal care categories – medicated OTC lip care and performance body care. To help spread the word about the new lines, eos partnered with Mekanism to create a campaign entitled, “(almost) Indescribable Feeling”, which stems from the insight that we live in a world where effectiveness too often comes at the expense of a truly enjoyable experience.
eos enlisted the help of four different artists to create playful animated spots, breathing fresh air into personal care categories that are typically more clinical and focused on live action. The campaign is designed to be lighthearted and authentic to eos’ main consumer base, Gen Z, who especially love engaging in creative expression -- from watching DIY tutorials on YouTube videos to challenges on TikTok.
Three artists – Eva Cremers (3D animator), Jade Purple Brown (illustrator), Paul Fuentes of Fuentes Studio (photo-real artist) – were challenged with creating visual art pieces to capture the “(almost) indescribable feeling” of a specific eos product. And building on eos’ early roots in music, musician Jany Green created a custom full-length track (a first for eos!) titled “feelin’ right” to integrate with each artist's creation.
The first leg of the campaign, which features the new Ultra lip care line, debuted on 10/16 and features the work of artist Eva Cremers. The three videos will have paid and owned media focused on social media channels. The additional seven creative spots will be released over the next two months as part of this series.
Knowing that Gen Z resonates most with brands that immerse themselves in culture and are interested in connecting with relatable artists, eos and Mekanism are embedding themselves within the consumer's affinities by partnering with voices Gen Z’ers admire and engage with authentically.
Due to Covid, GenZ’ers, have dramatically shifted their focus and shopping behaviors to digital and social media, therefore eos also shifted communications and media strategy in order to meet their target audience. In conjunction with the launch, eos will be kicking off a Tiktok influencer campaign, have a dedicated campaign website with profiles of the artists, ongoing social media challenges and other activations that will engage and put the greater eos community front and center.