Carat Fusion for Revlon’s Mitchum 

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Revlon

Job: Launch interactive Web experience to promote Mitchum Smart Solid deodorant and other Mitchum products

Agency: Carat Fusion

Other clients: Adidas, EchoStar, Motorola, New Line Cinema, Philips, Wachovia, West Marine

Creative team: Huan Nghiem, associate creative director; Dan Tamura, senior copywriter; Jezreel Alcantara, senior flash developer; Dave Ziganay, senior designer; Brent Pearson, associate director, technology; Maureen Murray, project manager

The plan: The work launched April 12 and runs online at www.mitchumman.com

The theme: Mitchum’s Armpit Orchestra

The concept: Visitors create their own Armpit Orchestra songs, share them with friends, personalize the site with photos and learn armpit-friendly tunes such as "Take Me out to the Ball Game" and "Twinkle, Twinkle Little Star." The site entices visitors to learn about the new Mitchum Smart Solid deodorant designed to banish white residue from clothes and your body. To prevent "sour notes" from orchestra players, users click and drag Mitchum Smart Solid to members of the orchestra who have white underarm residue on their dress clothes.

Huan Nghiem, Dan Tamura, Jezreel Alcantara

Education/Background: Over 20 years of combined experience creating award-winning integrated campaigns.

What drove development of the concept: Memorable brand experiences transcend even the most powerful product messages, so we knew that if we connected with our consumer in a fun way, we’d nail our goal. We started concepting around a great product benefit — this new deodorant doesn’t leave messy white residue on your clothes and body. But the question was, how could we say it in a way that’s engaging, and builds an emotional bond with the Mitchum brand?

Working on next: We’re currently working on exciting Revlon projects, including a site refresh for Almay. We’ve also got lots of Adidas assignments, including MySpace sites and digital kiosks.

About The Author

Staff Report

Staff Report

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A daily newspaper covering San Francisco, San Mateo County and serving Alameda, Marin and Santa Clara counties.
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