KIEHL'S x ZOOLANDER 2

LEAD CREATIVE (EXPERIENTIAL) // MKG

Aging isn’t a friendly issue. It’s a seriously serious matter. Which is why we combined Kiehl’s 165 years of scientific knowledge with the single greatest mind in the universe to create The Derek Zoolander Center For People Who Don’t Age Good (DZCFPWDAG) and a patented program to make aging wish it had never been born! Transforming a landmark building into the DZCFPWDAG, we invited the public to master the art of “aging good”, through a series of Zoolander approved 6 (and a half) steps; each featuring a product in the Kiehl’s anti-aging product line. Our male models…er, experts guided guests through the youthification journey, explaining each step of the process - i.e. phalangeal preservation and scents-ability testing, among others .

WINNER: Clio, Silver Award for Theatrical: Events/Experiential

Video from Dani Simon, Art Director (Night Agency)

STEP 1: “AGE GOOD or AGE NOT GOOD”

First, step on our scale to be informed of your inevitable oldness.

Step 2: The Decontamination Center

Where models helped to detoxify and purify guests with a spritz of Kiehl’s Refreshing Mist.

Step 3: Sense & Scents-Ability

Tested guests’ sense of smell, asking them to identify the ripe smells of old age – like moth balls and musty basement – or the glorious scents of youth, such as Fruit Loops, Coachella, and Kiehl’s Midnight Recovery Concentrate.

Step 4: Phalangeal Preservation

What is this, a runway for ants?! Nope, it's a runway for hands. Guests rocked the ‘phalangeal’ runway with fashionable finger props.

Step 5: Youthified Insides

Treat yourself to "fresh Himalayan air" and a peaceful meditation led by our trained male models.

Step 6: Rebirth Certification

We documented the vigorous and immediate effects of the youthification process, with a photo activation. Pull inspiration from Derek’s plethora of different looks before striking a blue steel pose of your own.

KIEHL'S x ZOOLANDER 2

LEAD CREATIVE (EXPERIENTIAL) // MKG

some ridiculously cool press

Creativity Pick Of The Day, Adweek Editor's Pick, Buzzfeed, Funny Or Die, Mashable, Forbes, The Wall Street Journal