Emo Kid Is Happy And Dancing In New Radox Ad
Advertising agency Droga5 London has launched a new campaign for Radox, showing the ‘power of fragrance to transform mood’. What better way to show how smell makes you happy than using the biggest oxymoron- a cheery emo.
The TVC launched in Mexico and is set to launch in the UK from July through to the end of the year.
“Radox shower gels have been specially formulated with fragrance combinations that are specifically made to draw out a particular mood,” said Sebastian Devoto, global brand vice-president at Radox. “We needed to communicate this in a joyfully uninhibited way and Droga5 London helped us do just that.”
“During my misspent teenage years as a hateful, nihilistic young goth, I wish someone had told me about the mood-altering properties of Radox,” said David Kolbusz, chief creative officer, Droga5 London. “Let this campaign serve as a message to all children of the night – misery is a choice. Fragrance can save you.”
“It is scientifically proven that fragrance can change your mood,” added Rick Dodds, executive creative director, Droga5 London. “So as well as dramatising this, we also wanted the spot itself to have the same transformative power and leave people in a happy and uplifted mood.”
CREDITS
CREATIVE AGENCY
CHIEF CREATIVE OFFICER: David Kolbusz
EXECUTIVE CREATIVE DIRECTOR: Rick Dodds, Steve Howell
GROUP ACCOUNT DIRECTOR: Lucy Murray
CEO: Bill Scott
PRODUCER: Peter Montgomery
CREATIVE AGENCY: Droga5 London
ACCOUNT EXECUTIVE: Nicole Burgess
CLIENT DIRECTOR: Amy Garrett
CREATIVES: Lea Brisell, Alex Venndt
STRATEGY: Toto Ellis
MUSIC AND SOUND
SOUND DESIGN: Sam Ashwell @ 750mph
MUSIC SUPERVISION: Lisa Hart at Big Sync
OFFLINE
EDITOR: Dominic Leung
EDIT COMPANY: Trim
POST PRODUCTION / VFX
PRODUCER: Tom Johnson
POST PRODUCTION HOUSE: Time Based Arts
COLOURIST: Simon Bourne
VFX SUPERVISOR: Stephen Grasso
TELECINE: Framestore
PRODUCTION COMPANY
PRODUCTION COMPANY: Somesuch
PRODUCER: Sam Chitty
PARTNER: Tim Nash
DOP: Tom Townend
DIRECTOR: Daniel Wolfe
EXECUTIVE PRODUCER: Seth Wilson
CATEGORY: BEAUTY/HEALTH , SHAMPOO
GENRE: CHOREOGRAPHY
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