Client | European Wax Center
EWC Brows
Team
Art Director – Dylan Bobier
Creative Director – Kelley Doris
Photographer/Director – Jake Rosenburg
Strategy Director – Kathryn Nixon
We probably did them.
The Ask.
Create a fall brow campaign for EWC, putting their stake in the sand to say that they are not just the experts in Brazilian waxing but the experts in brow waxing. They want consumers to feel like they have their ‘brow girl’ at an EWC location.
The Insight.
Your brows play an important role in how confident you feel. We have endless tweets and comments on our social feeds that attest to the fact that anything from a small tidying up to a full-on brow shape makeover can have you feeling like you can conquer the world.
The Idea
We probably did them.
Let’s show our guests the power of that invincible just-waxed feeling. Let’s give it a name (or five). And while we’re at it, let’s show off our own confidence, as the ultimate Brow Experts.
Let’s remind people that whether they call their brows fierce, fine or fabulous, they just need to remember:
No matter what you call them, we probably did them.
Video
Select video edits from the final campaign cuts. In total we created one 30s, two 15s and two 6s edits across 16:9, 9:16 and 1:1 aspect ratios. Video was ran in broadcast, digital video, paid social.
Photography
Photography for any EWC campaign cannot just be about one service, despite this campaigns focus on brows. We always have to tackle capture imagery that could be used to speak to all other service areas. Photography is crucial to EWC campaigns as it does a lot of heavy lifting for the brand. It must be able to flex across multiple touch points including social, display, website, in center, OOH and print.
Campaign Deliverables
A snapshot of the final campaign creative deliverables, covering PoP, paid social, programmatic ads, print ads and OOH.
