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.
Print advertisment created by Dentsu, United States for On The Job, within the category: Health.
Repairs hands that work for a living.
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