L'Eau de Chris: Pre-Reveal
On the 9th of October 2017, we launched L’Eau de Chris in collaboration with Topman: a premium mineral water infused with Chris Hughes' tears.
The launch film, shot by none other than RANKIN, left Chris' fans appalled, amused, bemused. The internet was in uproar.
Then, the next day, on the 10th October 2017, World Mental Health Day, Chris revealed all on Facebook Live.
L'Eau de Chris was, well, ludicrous.
And thus CALM x TOPMAN's #DontBottleItUp campaign was born, encouraging men all over the UK to open up.
What seemed like celebrity culture gone mad one day, was revealed to be a tie in with the charity CALM. We used a silly campaign to talk about something serious, a fake product to talk about a real issue.
1800% increase to 18-24 year olds visiting the CALM website
120 million social impressions in 48 hrs
Twice the amount of suicides prevented via CALM’s webchat that month
Thanks to everyone at BMB for letting us make a real advert.
D&AD Pencil: Use of Talent
Creative Circle Silver: Best Charity/Public Service