All work and no play might make Jack a dull boy, but the opposite could make Jack an unemployed boy, unless he took some advice from the Red Off campaign. It encourages risque nighttime escapades because it offers the perfect solution to covering up the tell-tale physical evidence left behind as a result: redness-removing eye drops.
Cleverly created by Santiago-based ad agency Prolam Y&R, the Red Off campaign's tag line states, “Don’t let the day know who you are at night.” Although the Red Off eye drops may not cure pounding headaches or bad breath, it takes care of one of the most obvious signs of a rampant partygoer.
The Red Off campaign was art directed by Sergio Araya and photographed by Sotelo.
What's Driving This Trend
- Nightlife Concealment
- Opportunities for products and campaigns that help individuals conceal their nighttime activities from the day.
- Discreet Self-care
- Innovative products that offer solutions to physical evidence of self-care routines to ensure discretion.
- Stigma Reduction
- Campaigns that aim to reduce the social stigma surrounding certain behaviors or activities.
Who This Affects Most
- Personal Care
- The personal care industry can explore opportunities to develop and market discreet products that help individuals conceal physical evidence of their activities.
- Nightlife/entertainment
- The nightlife/entertainment industry can partner with personal care companies to promote solutions that ensure discretion and reduce stigma surrounding certain behaviors or activities.
- Advertising
- Advertising agencies can create campaigns like Red Off that address common issues related to discreet self-care and urge people to embrace their activities without fear of judgment.
