As the COVID-19 pandemic forced the UK into lockdown, consumers rapidly had to change the way they shop, with more focus shifting to online. We also knew that men could continue to feel good if they maintained their personal care regime, giving our client, Wilkinson Sword, an opportunity to play a relevant role in their lives during lockdown.

The upside to lockdown? Men are given the opportunity to experiment with their look behind the safety of closed doors, avoiding the sometimes-embarrassing period that comes with changing or growing out a new style!

With the freedom to experiment becoming more relevant each day the team recommended the creative idea:

“Now’s the time to sharpen your style”

The social campaign uses a set of 25 illustrations with accompanying copy, to encourage men to experiment with new styles for facial, torso and intimate area hair during the lockdown, all within the privacy of their own homes.