On The Job: Concrete
Repairs hands that work for a living.
We had to convince the most manly of men – construction workers and DIYers – that they were neglecting and damaging their most important tools – their hands. And that the best way to repair them was by using our skin lotion. But at the same time, we had to respect the fact that for our audience, tough hands were a badge of honor.
Advertising Agency: Dentsu America, New York, USA
Creative Directors: Aaron Frisch
Art Director: Aaron Frisch
Copywriter: Arun Nemali
Illustrator: Kilato (digital retouching)
Photographer: Vincent Dixon