Pack your sun-ssentials! GUESS what @JordanaBrewster’s doing this week...#splishsplash #SkipTheSink pic.twitter.com/YFN73UuRhp
— POND'S® (@PONDS) August 5, 2015

We <3 fresh-faced summer #selfies (old school camera style). Pack @PONDS for extra radiance & #SkiptheSink. pic.twitter.com/V6k8oVaoXH
— POND'S® (@PONDS) August 12, 2015

POND’S – #SkipTheSink Social Campaign

MY ROLE – CREATIVE DIRECTOR:
ideation // project management // pre-production // photo shoot management & direction // post-production management // design

OBJECTIVE//
Get General Market & Hispanic Gen-X women who currently use liquid cleansers to buy POND’S Towelettes

ISSUE//
Our customer sees no reason she has no reason to pay extra $ for Pond’s Towelettes as she doesn’t see how they differ from her generic brand or are superior to plain soap and water.

INSIGHT//
Summer adventure is fabulous, but travel can result in dirt, oil and melting make-up – leading to habitual over-washing. The problem is that washing skin more than twice a day with soap and water may strips it of essential moisture and result in dehydration.

SOLUTION//
Present Jordana Brewster, Pond’s US Face, as the ultimate traveler and encourage women to #SkipTheSink with PONDS Wet Cleansing Towelettes, wherever they choose to spend the summer.

RESULT//
Per-campaign results showed over 50MM impressions across Facebook and Twitter, over 89MM earned media impressions, and an average of 360% increase in CTR to website

AGENCY: Weber Shandwick
PHOTOGRAPHER: Yossi Michaeli
VIDEOGRAPHER: Brian Miller
COPYWRITERS: Marley Lynch and Sarah Halle
ART ASSISTANT: Hannah Choi
PRODUCER: Stefanie Javorsky
PRODUCER ASSISTANT: Lizzie Brooks