WILKINSON SWORD
Just add water
(Client)
Wilkinson Sword
(Year)
2024
(Services)
Social, OOH, Print, Digital, Art Direction, Design
DYNAMIC
OOH POP UP
The Wilkinson Intuition 2-in-1 razor campaign creatively highlighted the product’s convenience by showcasing a giant, rain-activated foaming razor in White City.
The concept, "Just Add Water," emphasized that the razor requires only water to deliver a great shave, eliminating the need for shaving foam or body wash. The campaign included special-build OOH advertising, OOH ads, a branded coffee van, and giveaways. It gained significant social media buzz and influencer coverage, reaching 44 million women. The campaign resulted in a +70% increase in sales and +67% increase in turnover.
The strategy effectively communicated the product's simplicity and convenience while engaging consumers in a fun, memorable way.
I developed a striking and visually compelling design concept that immediately captures attention and stands out for this OOH campaign across print and digital media. The aim was to present a unique idea that would capture the target demographic's attention and create a shock factor. I worked closely with a copywriter, motion designer, and 3D designer to bring this vision to life.
With dynamic, high-contrast colours, the graphic design captured attention right away, while the thoughtful integration of relatable imagery built a stronger bond with the audience. The bold, contrasting colours ensured the design stood out across all touchpoints, enhancing visibility. By departing from traditional design norms, the campaign felt fresh, bold, and more authentic—striking the perfect balance between engaging the target demographic and avoiding a corporate feel."
