Unilever Men’s Grooming campaign

Men’s Grooming + March Madness

For the official men’s personal care products of the 2022 Final Four, we wanted to get guys to take their self-care as seriously as they would their brackets.

So, we had a fun idea to display the duality of the sports fan and try and turn guys’ heads from their team’s lineup to their self-care lineup.

Our main key visual needed to sing, because it was going to be shown in just about every retailer that carried Unilever products. The one you see above did just that, except one.

This one! For Sam’s Club, we had to pivot our idea completely, but wanted to keep the same fun, tone.

So we tapped into a true insight about March Madness in the headline and used the shooter’s square on a hoop as a natural holding device.

AD: Ryan Lowe

CD: Jon Britt & Dave Busch

Agency: Arc Worldwide