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New Radox Campaign Features the Most Cheerful Emos We've Ever Seen

Creative 1.7k Add to collection

Somesuch's Daniel Wolfe directs cheerful new spot for Droga5 London

New Radox Campaign Features the Most Cheerful Emos We've Ever Seen

Droga5 London has launched a new campaign for Radox, representing the personal care brand’s latest collaboration since Droga5 was appointed its global creative agency in 2013. The work centres on the power of fragrance and its effect on mood, emphasising how showering with Radox shower gels can help transform moods. That spirit is at the heart of the campaign called “Emo.”

“Radox shower gels have been specially formulated with fragrance combinations that are specifically made to draw out a particular mood,” said Sebastian Devoto, Global Brand Vice-President at Radox. “We needed to communicate this in a joyfully uninhibited way and Droga5 London helped us do just that.”

The spot demonstrates the nature of mood transformation by showing a well-known stereotype, the grumpy teenager, in a totally different state to what you might expect. We want people to really think about the kind of mood they might want to be put in when getting out of the shower.           

"During my misspent teenage years as a hateful, nihilistic young goth, I wish someone had told me about the mood-altering properties of Radox,” said David Kolbusz, Chief Creative Officer, Droga5 London. “Let this campaign serve as a message to all children of the night - misery is a choice. Fragrance can save you."

"It is scientifically proven that fragrance can change your mood,” added Rick Dodds, Executive Creative Director, Droga5 London. “So as well as dramatising this, we also wanted the spot itself to have the same transformative power and leave people in a happy and uplifted mood.”

The campaign launched in Mexico from May, and is set to launch on TV in the UK from July 2016 through to the end of the year.

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Post Production / VFX

Colourist: Simon Bourne

Post Production Company: Time Based Arts

Producer: Tom Johnson

Telecine: Framestore

VFX Supervisor: Stephen Grasso

Production Company

Director: Daniel Wolfe

DOP: Tom Townend

Executive Producer: Seth Wilson

Partner: Tim Nash

Producer: Sam Chitty

Production Company: Somesuch


Music Supervision: Lisa Hart at Big Sync

Sound Design: Sam Ashwell @ 750mph


Edit Company: Trim

Editor: Dominic Leung

Creative Agency

Account Executive: Nicole Burgess

CEO: Bill Scott

Chief Creative Officer: David Kolbusz

Client Director: Amy Garrett

Creative Agency: Droga5 London

Creatives: Lea Brisell, Alex Venndt

Executive Creative Director: Rick Dodds, Steve Howell

Group Account Directors: Lucy Murray

Producer: Peter Montgomery

Strategy: Toto Ellis

Genres: Choreography

Categories: Shampoo, Beauty & Health

Droga5 London, Fri, 01 Jul 2016 10:31:08 GMT