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David Beckham: House 99

28/05/2020
Advertising Agency
London, UK
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Insight

We live in the golden era of men’s grooming.

Experimenting with style is an empowering process – and the industry’s global market potential is boundless. Valued at over $24 billion, the male toiletries category has long needed a holistic brand that speaks to a diverse and global consumer. David Beckham has been at the helm of the men’s grooming revolution for decades, proof of the power of reinvention.


Idea

House 99 is more than a grooming range, it’s a community.

Led by David Beckham, House 99 champions a strong and distinguished identity through clear and courageous brand positioning, customer experience and social strategy.

Through playful grooming “When-To’s”, (the House’s take on the classic “How-To” guides), dynamic visuals, witty, long-form editorial and a diverse cast of influencers, House 99 seeks to lift the filter on male grooming, making it accessible to all.

This digital-first brand embodies David’s vision to challenge the conventions of masculinity, providing a space for all men to inspire each other to evolve and experiment with their aesthetic.


Impact

House 99 created a loyal community ecosystem providing inspiration now and into the future.

Featured in major titles including GQ, Men’s Health and Vogue, House 99 became one of the most influential, talked about and successful new brand launches of 2018.

About AKQA UK

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.

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