Channel T launches creative platform for QV Skincare
Ego Pharmacetucials’ QV Skincare has launched a new creative platform to discuss sensitive skin, created by Channel T.
The platform, Feel QV, comes after Ego Pharmaceuticals expanded its relationship with Channel T in August 2020.
The brand positioning focuses on reframing how sensitive skin is talked about.
QV senior brand manager, Samantha Franklin, said: “If you look at communication around sensitive skin up until now, it has focussed on how brands can help with the physical aspects of sensitive skin, such as dryness and irritation. As a market leader, we wanted to go one step further, and open an honest conversation about how our skin can have a physical and emotional impact on our lives.”
Franklin continued: “This insight has rung true whether we are speaking about body skincare, baby skincare, facial skincare or even caring for the skin of the elderly. The ‘If you feel sensitive, Feel QV’ platform will help us be relevant to more people, and hopefully improve the skin and quality of life for many more Australians.”
Peter Cerny, executive creative director at Channel T, said: “Our new creative platform Feel QV taps into a powerful consumer tension around sensitive skin which is how sensitive skin makes a person feel. Focussing on the emotion provided for really engaging creative that’s also very distinctive for QV.”
The campaign launched with an integrated national campaign at the end of February.
The agency has previously done work for Australian Liquor Marketers, Cellarbrations and Dulux. In November 2020, Channel T appointed Sarah Tukua as client services director.
Credits
Creative Agency: Channel T
Executive Creative Director: Pete Cerny
Creative Director: Tim Bishop
Creative Director: David Joubert
Managing Director: Paul Rhodes
Business Director: Jodi Cousins
Agency Producer: Nick Livingston
Client: Ego Pharmaceuticals
Senior Brand Manager: Samantha Franklin
Brand Manager: Lauren Knapic
Brand Manager: Amelia Wells
Media Agency: Starcom
Production Company: Airbag
EP: Martin Box
Director: Madeline Kelly
Producer: David Curry
DOP: James Brown
Editor: Johanna Scott / ARC EDIT
Colourist: Edel Rafferty
Music + Sound: Otis Studios
Music Composition & Performance: Casey Wescott
Casting: Chicken & Chips
