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奇怪的天空

案例简介：Humanaut刚刚为口腔护理客户hello推出了新的广告活动®产品，美国增长最快的口腔护理品牌之一。该品牌独特的 “自然友好”™“生活方式定位在年轻消费者和广泛的细分市场中具有很强的吸引力。hello的产品系列包括成人和儿童牙膏，漱口水，牙刷和牙线。该品牌主要在食品、药品、大众零售商和网上销售。这是hello的第一个全国性电视广告，该广告于今年初被高露洁棕榄收购。口腔护理类别因在设计和成分方面受到自然启发而显得平淡无奇，临床和平淡无奇而闻名。“奇怪的讨人喜欢” 的活动甚至表明，对于任何人来说，真正喜欢他们的牙膏实际上是一种新的、有点奇怪的感觉。 Humanaut为hello创建了五个幽默的偷窥广告，包括一个30秒的广告和四个15秒的广告。有些人显示，一连串的人正在经历每天在浴室水槽里刷牙的仪式。中途，他们的表情发生了变化，好像每个人都在经历某种启示。“有了天然友好和有效的成分，如农场种植的薄荷，人们正在经历一种奇怪的感觉，实际上喜欢他们的牙膏，” 一位女性叙述者在他们对着镜子时解释道。“你好，” 当画外音切换到耳语模式时，一个广告标签。“奇怪的是可爱的牙膏。” 其他处决的重点是涉及夫妇，父亲和他的小孩以及大学生的特定场景，并突出了特定的hello产品功能，例如纯素食成分，创新的无皱纹包装设计，活性炭或对儿童友好的口味，例如野生草莓和西瓜。这些节目将于3月30日在收视率最高的国家有线电视网络上首次亮相，并吸引25至54岁的女性。购买包括E上的 “跟上卡一家” 的首映单元!和 “90天未婚夫” (TLC) 以及尼克·Jr、OWN、WeTV、LMN (终身电影网络) 、终身、布拉沃和氧气上的老虎机。该活动还将针对包括Hulu和Amazon Prime在内的编程和OTT频道，以及数字 (YouTube) 和社交频道 (Facebook，Instagram)。这项工作将于3月23日开始在线运行。 “这个类别早就应该采用更人性化的方法了，” Humanaut创始人兼首席创意总监David Littlejohn说。Littlejohn继续说: “Hello用设计精美，无皱纹的管子制作了味道更好的纯素食产品，效果更好，他们的刷子正在享受牙膏的新体验。”“这些景点给生活带来了奇怪的发现时刻，以及人们 -- 甚至是孩子 -- 都期待刷牙的想法。” 美味、素食、有效的产品，含有周到的成分和华丽的管子，为个人护理品牌创造了一个狂热的追随者: 人们开始使用hello tubes在Instagram上发布自拍照，并撰写其产品的五星级评论。 “我们把我们放在嘴里的其他东西都考虑了很多，但为什么不把我们的牙膏呢？” 你好友好的创始人克雷格·杜比茨基问道。“今年，我们将推出你从未想过会在牙膏中看到的成分，比如白姜黄和抹茶绿茶，一系列CBD口腔护理产品，甚至是咀嚼片形式的牙膏，这些牙膏都采用了可持续的、无塑料包装。” “奇怪的讨人喜欢” 是Humanaut为客户所做的第二次竞选。第一个是去年的Spyt (“发音为“ spit ”) 运动，这是一种意识和嗡嗡声的激活，允许人们使用手机通过社交媒体在某些大都市的踏板车上召唤hello的移动刷牙站。

奇怪的天空

案例简介：Humanaut has just launched a new ad campaign for oral care client hello® products, one of the fastest growing oral care brands in the US. The brand’s distinct “naturally friendly™” lifestyle positioning has strong appeal among younger consumers and across broad segments. hello’s product line up includes adult and kids toothpaste, mouth rinse, toothbrushes and floss. The brand is sold primarily in food, drug, and mass retailers and online. This is the first national TV advertising for hello, which was acquired by Colgate-Palmolive early this year. The oral care category is known for being somewhat bland, clinical and a bit underwhelming when it comes to design and ingredients inspired by nature. The “Strangely Likeable” campaign goes so far as to suggest that it’s actually a new and somewhat strange feeling for anyone to actually like their toothpaste. Humanaut created five humorously voyeuristic ads for hello, including one 30-second spot and four 15s. Some show a succession of people going through the daily ritual of brushing their teeth at their bathroom sinks. Midway through, their expressions change, as if each is undergoing some kind of revelation. “With naturally friendly and effective ingredients like farm grown mint, people are experiencing the strange feeling of actually liking their toothpaste,” a female narrator explains as they mug into their mirrors. “Hello,” one ad tags, as the voiceover switches to whisper mode. “Strangely Likeable Toothpaste.” Other executions focus on specific scenarios involving couples, a dad and his young kids, and college students, and highlight a specific hello product feature such as vegan ingredients, innovative crinkle-free package design, activated charcoal, or kid-friendly flavors like wild strawberry and watermelon. The spots will debut March 30 on top-rated national cable TV networks and shows that attract women ages 25 to 54. Buys include premiere units in “Keeping Up With the Kardashians” on E! and “90 Day Fiance” (TLC) along with slots on Nick Jr, OWN, WeTV, LMN (Lifetime Movie Network), Lifetime, Bravo, and Oxygen. The campaign will also target programmatic and OTT channels including Hulu and Amazon Prime, as well as digital (YouTube) and social channels (Facebook, Instagram). The work will begin running online March 23. “This category was long overdue for a more human approach,” said Humanaut Founder and Chief Creative Director, David Littlejohn. “Hello makes better-tasting products that are vegan and effective with beautifully designed, crinkle-free tubes, and their brushers are having this new experience of actually enjoying the toothpaste,” Littlejohn continued. “These spots bring to life that weird moment of discovery and the idea that people—even kids—look forward to brushing.” Delicious, vegan, effective products with thoughtful ingredients and gorgeous tubes have created a cult-like following for the personal care brand: People started posting selfies on Instagram with hello tubes and writing five-star reviews of its products. “We put a lot of thought about everything else we put in our mouth, but why not our toothpaste?” asked Craig Dubitsky, the friendly founder of hello. “This year we’re introducing ingredients you never thought you’d see in toothpaste like white turmeric and matcha green tea, a line of CBD oral care products, and even toothpaste in chewable tablet form that comes in sustainable, plastic-free packaging.” “Strangely Likeable” is Humanaut’s second campaign for the client. The first was last year’s Spyt (“pronounced “spit”) campaign, an awareness and buzz-building activation that allowed people to use their mobile phones to summon hello’s mobile brushing stations on scooters via social media in certain metros.