Nair - 2015 campaign

Print - Digital - Outdoor - Film

Example of a video to be used across digital formats.

Nair make waxes and cream for hair removal; not just for legs but for bikini lines, as well as face and eyebrows too. Their latest NPD came with the addition of argan oil; known as ‘liquid gold’ and for its soothing, nourishing qualities – consumers are familiar with it as a natural moisturiser for skin and hair. Across print, digital and social media an idea was needed that could communicate several benefits; effective waxing, a new ‘less pain’ formula; several product types, for legs, body and face – and don’t forget the soothing, nourishing qualities of that liquid gold. Our simple solution to a fairly complicated task was ‘More than Waxing’ – it’s a wax, with a little added pampering.  When it came to art directing this, the brand wanted us to evolve the previous year’s creative work with regard look and feel. This meant a colour palette of brown and gold had to stay – very 1960s, in a good way – as did the naked woman. A tough life. Obviously, our minds were only ever going to go to one place. No, not there. Bond, James Bond. Specifically – Robert Brownjohn’s title sequences for both From Russia With Love and Goldfinger. Seriously – it makes sense too, it’s not shoehorning a Bond reference for the sake of it. See, because we’re talking smooth, soothed, nourished skin, we need to see smooth, soothed, nourished skin. We can’t have a whacking great headline screaming across this one, sorry typographers; we’re going to have the whacking great headline projected on to this one, like a Brownjohn Bond title – and we’re going to do it in camera, like it’s the 1960s. This campaign contributed to a positive year for Nair, helping to launch the 'Bye Bye Pain' product – during May 2015, when the majority of the activity for this campaign took place, net sales were up 17.7% year-on-year.

With creative partner Max Wilson . Art Direction & Copywriting / Concept and development: DMH & Max . Creative Direction: Howard Fretton . Photography: Rory Van Millingen

Video direction: Ben Ottewell, DMH & Max . Production: Dan Bernstein