Lume Deodorant
Campaign for a full body deodorant, focusing on stopping bad B.O. in it’s tracks.
Role
Art Director, Graphic Designer
Skills
Art Direction, Creative Strategy, Concepting
Team:
Michael Tutko (AD / GD)
Laura Ornella (Copywriter)
Big Idea
Body odor isn’t always predictable. Stanky B.O. in a public place is anxiety-inducing. Nobody wants to be that person who reeks. Lume’s treating this like the actual emergency it is by triaging these nose offenders and prepping them with B.O. remedies.
“The B.O. Emergency Kit”
Lume will have an experiential activation at festival events such as Coachella, SXSW, & Vans Warped Tour. It will consist of the Lume “Biohazard Truck”, a parody emergency vehicle, accompanied by pop-up tents, caution tape, and smell detectors. These pop-ups will hand out “B.O. Emergency Kits” (fanny-pack sized clear bags with small sized Lume products in them) to festival goers so that they me be prepared for any B.O. emergency they might have. Limited edition posters, based off the ad campaign and stickers will also be handed out to visitors of the activation.
Objective
Raise awareness for LUME to be your go-to deodorant of choice in emergency body odor situations.
LUME is a full-body deodorant with a focus on (up to) 72-hour odor control. It comes in a variety of forms such as sticks, creams, sprays and wipes to apply to your body odor needs.
Insight
Body odor isn’t always predictable and sometimes when we are in public settings, we don’t always recognize our own stink.
Solution
Help users regain control over their bad BO by treating this like the “real emergency” it is, by providing nose offenders with a pathway to good scents.
Target Demo
Women age 20 - 34 with overlapping interests in health, fitness, and entertainment.
Launch
Summer time in conjecture with events such as Coachella, SXSW, & Vans Warped Tour.
Tension
“Con Funk” is a term used to describe enthusiastic, sweaty fans at concerts in packed, poorly ventilated venues, not just poor hygiene.
A.I. Disclaimer:
AI was used to help combine the photoshop renders into the concert hero image. As well as the influencer, kit foundational image, and vending machine images.