In Vichy Laboratories‘ new campaign for its CelluDestock line, the anti-cellulite products are not the most prominent part of the work. Nor did the agency behind the campaign, Montreal-based Tuxedo, choose the typical route of simply using a shapely woman’s behind in the work. Instead, the digital media campaign focuses on anatomy that’s probably completely unrelated to the product: men’s butts.
The campaign revolves around BootyBreak.com, where women are invited to take a little break from their day.
“We created this booty break because we want you to love yours… as much as you love theirs,” the site says. Users can choose their favourite male booty from several models. The lucky guy then removes his pants and users can, well, let’s just say have some fun with him.
The CelluDestock brand only appears at the end of the experience, finally presented with the traditional image of a woman’s flawless behind. Three options are then offered: share the booty break to access behind-the-scenes footage; examine the range of anti-cellulite products; or download a mobile app with tips and workouts given by a sexy instructor.
Nancy Gendron, brand director at Tuxedo, said “We were motivated by a very strong insight that when the campaigns for anti-cellulite products are launched, men get treated to these images of flawless women’s bodies. We wanted to veer off the beaten path and give women this opportunity to have a bit of fun with a subject that concerns them all, but is not very pleasant and still a little taboo.”
The agency has been collaborating with L’Oréal for awhile, but had yet to work on its premium Vichy brand. The Vichy team contacted Tuxedo directly.
“Since we worked with Zombie Boy for Dermablend, we are often approached to ‘create viral campaigns,'” said Gendron.
“It’s a challenge because there is, of course, no formula to ensure a campaign goes viral. Vichy USA was quite open when we presented our concept. They had the presence of mind to understand that to create something different and have the potential to go viral, you have to change your approach and bet on something other than the product itself.”
A teaser is available on the Vichy YouTube channel and the campaign is featured on the brand’s Canadian and American Facebook pages.
