ChapStick: lip care routine

ChapStick invented the lip balm category, but felt they lacked brand loyalty and wanted to be seen as less of a mindless impulse and rather a personal preference. 

We know that our consumers are particular and regimented when it comes to their skincare routine. But what about a lip care routine? In this campaign, we challenged consumers to think as thoughtfully about their lips as they do their skin and proved ChapStick has products for every type of lip and lip need.

TV, Youtube, Instagram, Facebook, Print 

 
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5+ Years of record breaking sales

+90% Incrementality on new items​

+249% Total Hydration sales year-on-year

Role: Concepted art direction and design toolkit for 360 ChapStick campaign content. Designed print layouts and prepped files for print production. Designed bumper storyboards and prepped files for animation production using only existing assets. Worked closely with directors, editors, set designers, animators, and retouchers pre through post production and on set to ensure output was aligned with the campaign.