PAMPERS DRYMAX

NOTHING PROTECTS LEAKS BETTER

Print, Digital and Social campaign to communicate their new Dry Max technology.

 Idea

Skincare advice, straight from the horse’s mouth. 
We create a character called Hannah. Hannah is a very knowledgeable, relatable skin expert but there’s just one thing strange about her. She has a horse’s head.

Insight

When it comes to skincare, everybody is an expert. But the best advice you can get is not from your neighbour or friend but straight from a 100 year old trusted brand like NIVEA. 

Execution

Hannah gives very straight-laced, poker-faced skincare advice to different forums and groups on Facebook as if there’s nothing wrong with the fact that she has a horse’s head. She’s quite dead-pan but sometimes she can’t control herself –  her ‘horsey’ side comes out despite her best attempts to act normal. Her head looks like a Shetland pony with a straight, long mane styled into bangs and layers.