Believe in Eve
Brief: Launch a new female subscription razor brand in the UK.
Insight: Female razor brands are an unrealistic portrayal of shaving and are behind the times. No one shaves under a palm tree...
Idea: Show women the realities if shaving in a fresh, fun way. Believe in Eve.
Research into the market, and the opportunities for a challenger brand, developed the strategic platform - Believe in Eve. Eve goes against the conventions of the other shaving brands.... who shaves under a waterfall or a palm tree? Eve is all about the realities of shaving....the chaos in the bathroom, balancing on one leg...unguarded fun. We wanted to have some fun with the brand which came to life in the photoshoot. Leading the art direction on set (including getting very messy with foam) as well as briefing the team, models and photographer on the day, creating a wealth of images to launch on social, resulting in positive engagement and a happy Korean client.
The ongoing role was to craft the copy for social, oversee art direction and ensure we kept the brand tone and style on point and deliver a launch strategy to create the highest engagement and subscription rates possible to give a new brand reach.
Campaign photoshoot
Social media posts
Client: Dorco Eve. Agency: Golin. Creative Director: Catherine Pryce.