The pimple patch brand Hero Mighty Patch and independent creative agency Bounce have turned the urge to pop into a campaign about popping everything but your pimples.
Launching a new creative platform, the campaign offers a simple fix to detour that urge away from your face: ‘Pop This, Patch That.’
The work suggests 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. 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,” said Bounce art director Julian Batty.
“Second to their urge to pop is our audience’s urge to scroll. 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,” said Hero Mighty Patch brand manager Diana Nguyen.
Made up of over 100 pieces of content, the idea’s depth and simplicity is brought to life in a modular way. TVC level production features slow motion and a classical soundscape, while social, influencers, stills and ‘pop-science’ content adds depth and variety to the core campaign idea.
“Everyone has felt the urge to squeeze a pimple at one time or another, but everyone knows they probably shouldn’t. 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.,” Bounce executive creative director Joel Chapman added.
The campaign launched this month to coincide with Acne Awareness Month and is live across Hero’s social and digital channels.
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)
