Campaign includes film, created by Dark Kitchen Creatives, video pills, out of home media and point of sale materials
Flora announced the first advertising campaign for OX Men starring three-time world surfing champion Gabriel Medina, marking OX Cosméticos’ entry into the men’s personal care segment.
Created by Dark Kitchen Creatives and produced by Raiz Estudio, the piece features images of Medina at sea, in a comparison between the athlete’s recognized performance and the cleansing and hydrating power of OX Men while presenting the new products to consumers.
“The market for men’s hair products has been growing year after year, so we strive to meet this demand with quality products, technology and fair prices. Having Gabriel Medina together with OX in this new product adds to the strong team of brand ambassadors,” says Daniel Tiraboschi, director of Flora’s hair unit.
“Both Medina and OX Men are constantly seeking high performance. It’s no surprise that he was chosen as the brand’s official ambassador – which is even featured on his competition board. The campaign was designed to portray this parallel between those who want to be the best at what they set out to do, being prepared to deliver more results and always showing superior performance,” explains Guilherme Jahara, partner and co-CCO of Dark Kitchen Creatives.
The strategy includes, in addition to the film, video pills that will be published in collaboration with the athlete, out of home media and point of sale materials.
