ROLE

Creative Director

FOR

Conair for Men

TYPE

Brand voice

Videos

Print

Display

Social media

Content development

Stop trying so damn hard.

Conair for Men had never been on social media. And to get a sense of how their content would roll out, a brand voice needed to be created.

After looking at the competitive set—full of guys no one can relate to and impossible-to-attain women—it was clear that so much of the market seemed to target “douchey” guys who try way too hard.

So, armed with the mantra “stop trying so damn hard” the creative team developed a brand voice document to define the type of guy who is self aware, not boastful, and most of all, not a douche. And so the Confident Man was born.

The campaign is a testament to how far a strong (and funny) voice can take a brand. What started out as a tone of voice exercise for social media turned into a full-blown 360 campaign.

This was easily the most fun I ever had working on a campaign.