The "Work on." campaign for O'Keeffe's Working Hands Hand Cream is to empower those who work with their hands all day. We targeted mostly women, but men as well. They are between the ages of 27 and 50, they begin the day when the sun comes up and end when the sun goes down; they don't work a 9-5pm job in an office or has to clock in. They are independent, ambitious, confident and put others before themselves.
Our desired perception after this campaign was to let those who work so hard that O'Keeffe's supports them and the work they do by soothing cracked hands so they can keep doing what they love.
Our voice throughout the ads convey a voice that is confident, empowering and firm by using poetry. The voice of the copy encompasses the working class of both men and women, one that can relate to those who work dawn to dusk and are not afraid to get dirty.
Each advertisement relates to a particular career. The texture and images used relate to the surfaces and materials that the user's hands would touch on a daily basis.
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