The CLEAR Freshman

Fresh tips for the successful urban male For men to stay on top of their game, they need to stay fresh, 24/7. But ‘freshness’ is a pretty abstract concept, so CLEAR brought it to life in a way they would understand and enjoy.

The CLEAR Freshman

CLEAR relaunched its entire men’s range with new packaging and bio-nutrium 10 formula infused with ginseng, tea tree and mint promoting 24-hour freshness and zero dandruff.

Freshness is an abstract, sensorial concept. The key was to ground freshness onto a higher emotional plane, one that modern men would relate to and enjoy. Hence a digital campaign was created introducing the CLEAR Freshman.

Who is the CLEAR Freshman? He’s a man on top of his game; a man fresh 24/7. He is cool, suave,

cosmopolitan and with no dandruff to prevent him from getting ahead. The CLEAR Freshman dispenses genuine lifestyle and freshen-up tips for men ranging from scalp health, dandruff and general grooming. He is a modern
man guru sharing his wisdom through entertaining, humorous online films and interactive games. His objective is to turn mere men into Freshmen.

The digital campaign features strong interactive elements. Men are invited to submit their own fresh tips.
The man with the freshest tips will be selected as the next Freshman fronting the next CLEAR Men campaign. When a man looks fresh, feels fresh and stays fresh, he’s more than likely going to have a fresh perspective on life.

Creative Directors: Matt Cullen, Gary Tranter, Mark Taylor

Art Director: Ferooze Tabrani

Copywriter: Elena Fletcher