Band-Aid Gentle Care
Creative Direction, strategy, digital design, video editing, motion graphics
Short videos that raised awareness of a new launch, that focused on gentle as a concept.
Focus to drive awareness of the product, and prompt users into distinguishing this as a bandage that offers gentle removal for delicate skin. These pieces needed to be max six-seconds and drive master brand awareness at the onset.
THE ASK
This new platform of bandage offers the promise of gentle removal for those who have sensitive skin. Band-Aid identified that some consumers want products with hurt-free removal that will not lead to further irritations.
THE INSIGHT
The focus here aimed to promote protection of you and those around you that you care about or for.
The most vulnerable of the people in our lives are often children, and we’d do anything to take care of them. This became the jumping off point for the concept; a caregivers love and vigilance in their wellbeing, tied intrinsically to the brand.
Capturing moments with a loved one became the creative outlet, being it at play, at rest or taking care of chores that are sometimes just the cause of grumpiness; but always at the engaged in because we love these people in our lives.
THE STRATEGY
The goal was to communicate “gentle” first.
