New Radox Campaign Features the Most Cheerful Emos We've Ever Seen

Droga5 London has launched a new campaign for Radox, representing the personal care brand’s latest collaboration since Droga5 was appointed its global creative agency in 2013. The work centres on the power of fragrance and its effect on mood, emphasising how showering with Radox shower gels can help transform moods. That spirit is at the heart of the campaign called “Emo.”

“Radox shower gels have been specially formulated with fragrance combinations that are specifically made to draw out a particular mood,” said Sebastian Devoto, Global Brand Vice-President at Radox. “We needed to communicate this in a joyfully uninhibited way and Droga5 London helped us do just that.”

The spot demonstrates the nature of mood transformation by showing a well-known stereotype, the grumpy teenager, in a totally different state to what you might expect. We want people to really think about the kind of mood they might want to be put in when getting out of the shower.           

"During my misspent teenage years as a hateful, nihilistic young goth, I wish someone had told me about the mood-altering properties of Radox,” said David Kolbusz, Chief Creative Officer, Droga5 London. “Let this campaign serve as a message to all children of the night - misery is a choice. Fragrance can save you."

"It is scientifically proven that fragrance can change your mood,” added Rick Dodds, Executive Creative Director, Droga5 London. “So as well as dramatising this, we also wanted the spot itself to have the same transformative power and leave people in a happy and uplifted mood.”

The campaign launched in Mexico from May, and is set to launch on TV in the UK from July 2016 through to the end of the year.