Mitchum - Mitchum 72 Hour

THE BRIEF.

Develop and create a new Mitchum campaign that supports the delivery of brand’s evolution in 2024. The campaign needed to align to the new brand territory surrounding ‘confidence’ – whilst continuing to highlight Mitchum’s powerful 48hr efficacy.

The RESULT.

We developed the new campaign line, ‘Just Mitchum’ – with a long-term vision to make the act of using Mitchum an instantly memorable, proprietary eponym for the act of putting on Deodorant.

Over a two day shoot in Romania, we captured a series of authentic moments – that saw real people from all walks of life confidently living out memorable moments in their lives, whilst showcasing intimate, emotive and meaningful moments that only a ‘Just Mitchum’ attitude permits.