WCRS has created a new positioning for Radox based on the transformative properties of its natural ingredients. The new campaign launches with a TV commercial – the first work WCRS has produced for Radox since the brand was acquired by Unilever – and will be supported in social media.
The TV commercial ‘Radox. Come to Life.’ tells the story of a brilliantly recharging shower experience and is animated using flowers, herbs and plants. The campaign launches on the 1st August with a 30” edit and will be supported by digital and social activity as well as a sponsorship partnership with Heart FM. The campaign will run in the UK and across Europe.
The TV spot, which was shot in Tuscany, features 14,000 real flowers, herbs and plants, and was directed by Shynola, whose previous directorial credits include Coldplay’s ‘Strawberry Swing’ video. Music is by Little Comets –‘Dancing Song’ – and voice over is provided by Dermot O’Leary.