Marshawn Lynch and Dove Men+Care Launch 'Remove BO Everywhere'
INSPIRATION & INSIGHTS
The concept stems from two simple insights – men are oftentimes bias to their own scent and Marshawn Lynch a man famous of few words. These notions became a seamless blend for the launch of East Mde.
CREATIVE STRATEGY
The Super Bowl is full of noise and brand gimmicks. For this campaign, Dove is balancing two elements – the mystery of the pre-launch while staying authentic to Marshawn’s persona. The merch release to follow will mimic the consumer culture that surrounds coveted sports memorabilia drops during one of the biggest sports moments of the year.
CAMPAIGN ELEMENTS
- A hero film featuring Marshawn unboxing limited-edition merch in a cinematic, ASMR-inspired style (directed by Luiza de Morales of Fresh Films).
- In-store displays include a mannequin replica of Marshawn’s actual body performing his iconic Beast Quake touchdown celebration.
- Paid social and influencer activations designed to drive buzz and engagement with the fandom community surrounding Marshawn and Beast Mode.
DESIGN DETAILS
The design team at Edelman created a completely unique typeface for this launch. The challenge was finding a solution bold enough for the launch, while paying tribute to Beast Mode and staying aligned with Dove.
AI played a pivotal role in the design process. From quickly prototyping concepts to refining visuals, AI tools allowed the team to test ideas faster and allocate more time and budget to ultimately executing the creative vision.
The photography brief also came to life through AI-driven ideation, which helped articulate a distinct aesthetic that visually tells a story of product functionality and sleek design. Ultimately, connecting Dove’s product benefits to body parts in a clever, but minimalistic way in the clothing.
