Schnick’s ‘The Man I Am’ campaign launches globally in March and aims to celebrate the brand’s youthful target market.

"A bold campaign, it features young men showcasing the unique talents that make them individuals while giving them the confidence to be themselves," says Sarah Dexter, CEO MullenLowe South Africa.

While the MullenLowe Group was selected as Schick’s global creative partner in 2018, the local office was tasked with ‘localising’ the campaign and providing creative and strategic input into developing and rolling out additional campaign elements that ensure resonance with local target audiences.  

These supplementary elements were developed in addition to adapting global television commercials and online content produced by MullenLowe New York.

"It’s exciting to work with a brand such as Schick— one that defies convention and challenges the status quo. The team has been incredible to work with and super collaborative with regards to developing localised elements for the campaign," adds Dexter.

"With its quirky approach and challenger brand attitude, we’re anticipating the campaign will resonate well with the broad spectrum of South African men, inspiring them to be confident in who they are," concludes Dexter.

MullenLowe South Africa has been appointed to roll out all ATL, digital and social elements, as well as broader amplification of assets, within the Schick brand portfolio.

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