It’s a well-known fact that the inability to recognize the existence of some extra flesh is something men are born with. And although they all have this blind spot in equal measure, each one thinks he’s an exception. Are all men incapable of admitting that with age and tasty meal after tasty meal their flat stomachs have been replaced by a rubber swim ring? And yet, thanks to Mennen and its fat burning line of Caffeine Sculpting Gel and Sport T-Shirt, solutions are at hand. To trigger this much-needed awareness among men, Mennen and the agency H have undertaken a mission to challenge the codes of the reputedly unshakeable market known as men’s cosmetics. To achieve this goal, they have joined forces with the best: Partizan productions, the talented and wildly sought-after director Bo Mirosseni and the Web development studio Grouek. The result is a whole new form of entertainment launching April 4th on YouTube. Totally offbeat content bordering on the loony, relating four nutty yet always believable adventures and misadventures of modern man. Four slices of life – Slow Dancing, The Gym, The Striptease and The Tailor – captured by the sharp eye of an unconventional director, in which the wearing of a rubber swim ring is absolutely essential. Through the Mennen brand, and a year after the successful Theft of the Mennen Deodorant Stick operation, L’Oréal reaffirms its aim to pre-empt the entertainment trend through a brand that masters and ably exploits the codes of the connected generation.
Client : Mennen Client Advertising Executives : Marc Duquesnoy, Sébastien aubert Agency : H Agency Executives : Account Supervisor : Renaud fouilleul Project Manager : Sandrine Baronnet Strategic Planning : olivier Tewfik Creative Directors : Mickaël Jeanne, Alexandre Drouillard Copywriters : Mehdi arabat-Ziane, Ludovic Miège Art Directors : Jordan Molina, Pierre Orizet TV Production : agathe Naffah Film Production : partizan darkroom Director : Bo Mirosseni Web Development : Grouek