Square Jaw Creative

This award-winning campaign happened without a brief. E45 already had such strong salience and respect with audiences (having been well known as a name in GP surgeries and hospitals). So in the initial chat with the client, I recommended that the strategic idea for any campaign should be simply to present their new moisturising lotion confidently as a beauty product intended for every type of skin. The resulting creative work exceeded sales targets by 40%. Indeed the campaign had to be pulled at one point to allow the factory time to catch up with demand.