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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Not Washing Your Face Before Bed is a Big Problem, So Bioré Skincare Created a Big Reminder

12/05/2021
Advertising Agency
Toronto, Canada
104
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john st. creates out of home campaign and contextual pre-rolls for online

Forgetting to wash your face before bed is the ultimate skin sin. Yet so many of us do it. That’s why Bioré skincare, a brand that offers a range of cleansing products and acne solutions, is committed to ensuring your pores get as peaceful of a rest as you do.  

“Bioré skincare is all about embracing a ‘skinimalist’ lifestyle. And what’s more skinimalist than removing the day’s build up from your pores before bed?” said Monique Milewska, Brand Manager for the Bioré brand with Kao Canada.

To remind people to wash their face before bed, Bioré skincare created digital billboards that call people out by name and face directly into their condo window. Each uses Census Ontario data to display the most common names for the apartment complexes they’re facing.

“The problem is universal. But we knew the solution needed to feel personal, since we’re infiltrating people’s nighttime routine,” said Cam Boyd, creative director at john st., the agency behind the campaign. “That’s why we chose to use a mass media channel in a direct way, creating a billboard that feels like a text from a friend who knows you a little too well.”

Billboards in downtown Toronto, and Mississauga are running between 8 p.m. and 2 a.m. until May 16th.

But Bioré® skincare didn’t stop there.

Knowing that people watch hours upon hours of YouTube videos before bed, Bioré skincare also turned its reminders into contextual pre-rolls.

The pre-rolls are running between 8 p.m. and 2 a.m. until June 27, and reference the category of videos people are watching. 

So, if you’re watching gaming videos into the evening, you might see this…

They also created reminders based on trending content, like that scandalous music video we were all watching and re-watching at the end of March and the award show speeches at the end of April.

For the Quebec market, Bioré® skincare leveraged Quebecois pop-culture, creating content that referenced popular Quebec TV shows.


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