British cosmetics brand Elave has made a video clip for her campaign nothing-to-hide in which she explains how her products work. As the production processes as well as the ingredients are completely in balance with nature, Elave has "nothing to hide", and so all people in this clip are fully naked. Even the CEO of the company, 38-year old Joanna Gardiner, has a (minor) part in the clip. As a result of this, every visitor of the web site has to confirm to be older than 18 (mf, Dutch). When brands can't reach consumers any more through mass communication media, they need to find ways to use consumers to spread the word. One way to get attention is to pass moral limits. This viral clearly succeeded in getting that attention. Elave goes naked
British cosmetics brand Elave has made a video clip for her campaign nothing-to-hide in which she explains how her products work. As the production processes as well as the ingredients are completely in balance with nature, Elave has "nothing to hide", and so all people in this clip are fully naked. Even the CEO of the company, 38-year old Joanna Gardiner, has a (minor) part in the clip. As a result of this, every visitor of the web site has to confirm to be older than 18 (mf, Dutch). When brands can't reach consumers any more through mass communication media, they need to find ways to use consumers to spread the word. One way to get attention is to pass moral limits. This viral clearly succeeded in getting that attention.