Posted: Oct 15, 2010
Johnson's proves a soft touch
Johnson's, the adult skincare brand within the Johnson &Johnson portfolio, launched its first touchable, fully tactile billboard last week.
The Johnson’s team constructed the 20ft by 10ft ‘World of Softness’ advert to celebrate its 24hour Moisture body lotion, which keeps adult skin soft all day long. Positioned outside Westfield Shopping Centre for the day and featuring real-life models, the Johnson's team invited shoppers to feel the softness for themselves and appear alongside the models in the ad.
The pop up billboard was designed to highlight the brand’s relevance and forward-thinking approach to adult skincare, while leveraging its expertise and heritage in baby soft skin. Produced by Production Company Hot House, it was made using soft pink tones and carefully selected materials to highlight Johnson's softness credentials. It captures three young women immersed in the Johnson's ‘World of Softness’ and marks a more bold and innovative approach for the brand.
Beatriz Franco, Johnson’s Adult , said, “Our 24hour Moisture Body Lotion leaves skin feeling so soft that we wanted to do something different to demonstrate this to women. What better way of putting the product to the test, than inviting women to feel the softness for themselves.