Deutsch NY's Teen Insta-dramedy 'The Benzacs' Hits Instagram
Galderma Laboratories, L.P., a leader in skin health and the maker of Cetaphil, has announced the launch of its first-ever webisode series, “The Benzacs,” an engaging teen insta-dramedy told through 15-second Instagram videos and more than 80 images and short videos. The Instagram series features the new over-the-counter (OTC) acne treatment Benzac Acne Solutions, which combines tough acne fighting medicine with soothing East Indian Sandalwood Oil, to treat stubborn acne and unclog pores while preventing new breakouts from forming. Click here to view the webisodes on Instagram.
Debuting on the @BenzacAcne Instagram handle, the series – inspired by classic teen high school movies – will air a total of 22 episodes over the course of three weeks. Viewers will be able to follow the angst, hilarity, breakups and breakouts of four teen archetypes – Ivy, Cam, Oak and Essy – who, like many teens, are dealing with a common enemy called acne.
“The Benzacs” encourages teens to ditch the acne drama by providing entertaining content on a platform where they are already engaging. More than three-quarters of teens use Instagram, the most popular social platform among this age group, and millennials spend an average of 439 minutes a month on the platform.
Brought to life through a collaboration with Galderma’s advertising agency, Deutsch New York, Benzac Acne Solutions is among the first brands to create an Instagram-friendly series and the first series on Instagram to target teens specifically.
“Benzac Acne Solutions aims to break the mold of traditional OTC acne marketing to reach the nearly 100% of teens who experience acne,” said Miles Harrison, VP & General Manager US Self Medication at Galderma. “As the most popular social platform for teens, Instagram was the ideal medium for this innovative Instagram series, which is one of the first on the platform to target teens. With relatable, entertaining content, Benzac’s Instagram series will engage and capture the imagination of our teen audience.”
Creative Agency: Deutsch NY
Copywriter: Sasha Blejec
Art Director: Soomin Oeffinger, Jin Park
Strategist: Dean Opriasa
Producer: (Associate) Delaney O’Brien
Chief Creative Officer: Kerry Keenan
Group Creative Director: George Decker
Director of Integrated Production: Joe Calabrese
Senior Producer: Shane Smith
Project manager: Leo Nouhan
Creative Technologist: (Director) Michael Nicosia
Digital Producer: Meg Ryan
Production Company: World War 7
Executive Producer: Josh Ferrazzano
DOP: Mark Williams
Producer: Mike Begovich
Edit Company: Cutting Room
Editor: (Deutscht) Eric Grush, (Cutting Room) Merritt Duff
Edit Assistant: Dave Belizario
Producer: Kelly Ondris
Executive Producer: Melissa Lubin
Post Production / VFX
Post Production Company: Light of Day
Producer: Anna Petitti
Smoke: Meggen Burdick
Category: Beauty/health , Health care