E45 - "THIS IS ME45"

T&Pm

T&Pm Global

3885

Brand: E45
Country: United Kingdom

Advertiser: Karo Pharma

Title	THIS IS ME45
Agency	T&Pm
Campaign	THIS IS ME45
Advertiser	Karo Pharma
Brand	E45
Date of First Broadcast/Publication	2023 / 10
Business Sector	Creams, Lotions, Milks, Tonics, Makeup Removers
Story	Karo Healthcare has announced the launch of a million pound campaign to relaunch E45, one of the UK's most trusted and iconic brands. The move comes after Karo Healthcare acquired E45 from Reckitt last year. The campaign, which was conceived by The & Partnership and mSix group, aims to drive reappraisal of the brand in an increasingly competitive category. The new brand platform ‘THIS IS ME45' has been launched with the aim of helping people feel comfortable in their skin, both physically and emotionally. The campaign, which is brought to life by rising Director talent, Tajana Tokyo of Somesuch, features street cast people with real skin conditions. The campaign showcases a picture of modern Britain set alongside a catchy track. It features relatable situations such as a postie in shorts protecting her dry winter knees, school girls dancing in the bathroom, a cyclist commuting home, a father and son post-swim, a woman working from home while moisturising her legs, and a student tackling the inevitable washing up. The aim of the campaign is to promote a sense of confidence and self-assurance for people with dry skin conditions. The hero film is supported by a series of 10-second product focused addressable social films which mSix have tailored audience segments so that the E45 range is brought to life, from parents looking to relieve childhood eczema to everyday dry-skin sufferers that want a soothing moisturiser. In organic social, there will also be behind the scenes footage of the cast talking about their relationship with their skin.
Media Type	Television
Length	45 seconds
Agency	THE
Agency	Danny Hunt (The Partnership)
Creative Director	Kate Allsop
Creative Team	Jane Reader
Creative Team	Hayley Hammond Hammond
Head Of Planning	Neil Goodlad
Planning Director	Hannah Fisher
Head of Integrated Production	Thea Evely
Senior Producer	Joseph Tomlinson
Motion Graphics	Julien Lasson
Designer	Will Rees
Retoucher	Richard Palmer
Production Company	Somesuch Somesuch
Managing Director	Chris Watling
Executive Producer	Daniella Manca
Producer	Scarlett Anderson
Production Manager	Sarah Dines
Director of Photography (DOP)	Jaime Ackroyd
Editor	Amber Saunders
Editor	Craig Griffiths
Post Production	No. 8
Post Production	Claire Cullen
Post Production	Margaux Baruch
Special Effects / VFX	Jonathan Box
CG Supervisor	Duy — N
CG Supervisor	A A
Shoot Supervisor	Duy — N
Shoot Supervisor	A A
Compositor	Duy — N
Compositor	A A
Audio Post Production	No. 8
Head of Production	Claire Cullen
Sound Engineer	James Benn
Music Supervision	Curation Music
Agency Marketing Manager	Benjamin Court
Design Lead	Katie De Graaff
Chief Executive Officer (CEO)	Sarah Golding
Executive Client Lead	Toby Allen
Account Planner	Georgia Ion
Business Director	Dan Symons
Account Director	Jake Batty
Account Executive	Isy Purslow
Director	Tajana Tokyo
Editor	Victoria Man
Offline Post Producer	Joanna Dawson
Executive Producer	Kayt Hall
Executive Post Producer	Charlie Morris
Colorist	Tim Smith
Music Composer	MSK
Music Supervisor/Producer	Sunny Kapoor