New Men’s Consumer Awareness Campaign
Working with Hangar-12 out of Chicago, we were asked to develop an impactful creative concept and brand persona to serve as the foundation of the Van Der Hagen consumer communications campaign.
Our media target was male college graduates who work full time, likely in a professional setting that necessitates a well-groomed appearance. Ambitious, hardworking, and image-conscious, they dress for the job they want.
They put their best face forward in any situation, so they seek shave care products that serve not only a functional need but elevate the experience by leaving their face feeling hydrated and fresh.
The three concepts that follow are the result of the strategic and creative insights my creative partner and I brought to the team.
Retro Cool for the Modern World
Our target consumer creates his personal look as a modern expression of old-school cool, pairing quality vintage components with the current fashion for a look that’s uniquely his. His facial hair complements his style, and his skin must feel smooth and fresh. He values the kind of enduring quality that Van der Hagen products represent.
The copy here encourages men to embrace Van der Hagen’s old-school legacy of quality products as part of their unique look, while the art direction highlights groups of men suggesting a modern-day Rat Pack, with style and flair. The headline treatment features vintage-inspired pinstripe lettering to create an exciting tension with the full-bleed imagery of groups of stylish men, living life to the fullest.
The Shave of Your Life. Every Day.
This aspirational direction encourages men to embrace the details and make conscious choices about what they wear—and how they shave. With an implicit prod to up their game, this direction aligns with the brand’s desire to appeal to an upscale, successful consumer who takes the time to select key style details to tell his story.
The copy takes a bold, slightly contrarian approach, praising the consumer while challenging him to “do better” by embracing a Van der Hagen shaving regimen. The art direction presents the consumer with a confident and polished male hero with sophistiacated attire, a beautiful environment, and classic accessories for a look designed to inspire.
Ritual for Success
For the ambitious man, a morning ritual is the key to a successful day. This direction centers on how Van der Hagen products can help a man get his game face on and set himself on track for a fantastic day. Highlighting the quality of the product, as well as the importance of looking their best all day, this concept encourages men to take the time to shave with Van der Hagen products.
The copy takes a direct approach, inspiring men to embrace the Van der Hagen morning shaving ritual to set them up for a great day. The art direction presents a masculine design with bold type and focused male hero image.
