L’eau De Chris

calm

Suicide is the biggest killer of men under 45 in the UK. CALM’s priority is to change that statistic. The brief they gave us was simple - to help get young men (an audience that’s typically tough to reach) to start talking openly about their mental health. Chris Hughes had just gone viral for chatting openly about his feelings (and crying) on “Love Island”, so we used his fast-growing

platform to launch a fake product. L’Eau de Chris - mineral water infused with Hughes’ tears - with a promo film shot by Rankin. Once the media had whipped itself into a suitable frenzy over the seemingly ridiculous product, Hughes revealed the real message behind the campaign on World Mental Health Day. That L’Eau de Chris, is ludicrous – and giving young men a simple

message - don’t bottle up your feelings. The results were overwhelming – 120 million impressions in just 24 hours, an 1800% increase in 18-24-year-old website traffic and a total campaign reach of 3 billion people.