ABOUT

We were asked to pitch on a deodorant called Yardley Activ. Now when it comes to the deodorant category, most brands follow a very similar approach – they use hyperbole to exaggerate the product benefits by depicting unbelievable scenarios. But let’s be honest, no deodorant will actually get you laid or turn you into an overnight Everest-climbing, Comrades-running sports sensation. It’s deodorant – not an elixir made out of Michael Phelps' blood, sweat and tears. So for this campaign, we proposed to also use hyperbole but instead of hyperbolising the unrealistic results of a personal care product, we decided to hyperbolise the every day, make heroes of everyday people and position Yardley Activ as the deodorant for those who work hard at everyday life.