Our job was to find a way to rebrand and reintroduce J&J's natural baby cream product, Penaten (been around Germany for almost 100 years), to our assigned demographics, Berliners with body modifications. From our research and personal experiences, we learned that Penaten is beneficial to new, ripe wounds like tattoos, piercings, and tans.
We designed a guerrilla ad campaign and event called "Who's the Baby Now?" that reintroduces Penaten's nostalgic loyalty to adults, and it's benefits to "bodymodders." To attract our audiences, we wanted to cut the bullshit and be honest. We wanted to give them what they want.