Pop everything but your pimples.
Hero Mighty Patch is telling Australians to pop everything but your pimples in a campaign via Bounce.
Bounce’s art director Julian Batty said the work proves you can have all the popping satisfaction you crave without damaging your skin.
"Popping is already one of the most watched things on the internet, and one of the hardest things to resist doing to your own face,” said Batty.
“We pointed all that satisfaction somewhere it can't do any harm, although sometimes still messy.
“The job was to make it feel real and satisfying enough to stop a thumb mid scroll, not like an ad, and not like a brand chasing a trend.”
The campaign launched this month to coincide with Acne Awareness Month.
"Second to their urge to pop is our audience’s urge to scroll,” said brand manager Diana Nguyen.
“As a brand, we set out to create a social-first campaign rooted in Hero’s distinctive personality – anchored in our ‘Pimple Meet Your Mighty Patch’ platform and led by Mighty Patch™ the Original, our best-selling patch.
“We were looking for a partner who could bring both a compelling creative idea and the scale to make it unmissable. Bounce delivered on both, producing high-volume, high-quality content that helped amplify the campaign far and wide”
The campaign is now live across Hero’s social and digital channels.
“Everyone has felt the urge to squeeze a pimple at one time or another, but everyone knows they probably shouldn't,” said Bounce’s executive creative director Joel Chapman.
“Rather than lecture people about it, we wanted to have some fun with that tension.
“The campaign is fun, but also grounded in truth. It shows the product benefit, but in a way that pops off screens and earns your attention. "
CREDITS:
Client: Hero Mighty Patch
Marketing Director: Nicky Dolman
Marketing Manager: Helen Feeney
Brand Manager: Diana Nguyen
Assistant Brand Manager: Ellen Quan
Head of Digital: Paul Makomaski
Creative Agency: Bounce
Founder & Creative Director: Joel Chapman
General Manager: Danielle Collins
Associate Creative Director: Jacob Lumsdaine
Senior Art Director: Julian Batty
Art Director / Designer: Mikey Felczynski
Agency Producer: Alistair Pratten
Production: Optika
Director: James Tyrrell
DOP: Callum Rogers
1st AC: Sam Connelly
Producer: Isabelle Miranda
On-set Producer: Louella Campbell
Gaffer: Mike Roberts
Art Director: Jess Jacob
Art Dpt Assist: Max McRae
HMU Artist: Haylee Davies
Gear House: The Front
Catering: Elenti Catering
Hero Talent: Sophia Kang
Pimple Patch Talent: Tom & Poppy (Wink Models)
