Agency
72andSunny
Director
Djawid Hakimyar
DOP
Luis Perez
Prod. Company
It’s US
Role
Creative Director / Art Direction
Research showed that German-beauty buyers are obsessed with ratings and reviews dished out by lab-coated clinicians. Except when it comes to e.l.f. — where the community in Germany was giving the brand a rating of e.l.f. von zehn. ( ”11 out of 10" in German)
Knowing how valuable a positive product review is in Germany, we hired a very serious guy in a white lab coat to test real Germans' reviews of e.l.f. beauty's bestsellers in the most absurd way. The verdict? They're worthy of a new measurement scale: e.l.f. von zehn.
What started as Germany-specific work became a global campaign with our clinician becoming e.l.f. beauty CSO (Chief Scientist Officer).