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Creative

Deutsch NY's Teen Insta-dramedy 'The Benzacs' Hits Instagram

Deutsch, 2 years, 6 months ago

New campaign launches to entertain & encourage teens to ditch the acne drama

Deutsch NY's Teen Insta-dramedy 'The Benzacs' Hits Instagram

Galderma Laboratories, L.P., a leader in skin health and the maker of Cetaphil, has announced the launch of its first-ever webisode series, “The Benzacs,” an engaging teen insta-dramedy told through 15-second Instagram videos and more than 80 images and short videos.  The Instagram series features the new over-the-counter (OTC) acne treatment Benzac Acne Solutions, which combines tough acne fighting medicine with soothing East Indian Sandalwood Oil, to treat stubborn acne and unclog pores while preventing new breakouts from forming. Click here to view the webisodes on Instagram.

Debuting on the @BenzacAcne Instagram handle, the series – inspired by classic teen high school movies – will air a total of 22 episodes over the course of three weeks. Viewers will be able to follow the angst, hilarity, breakups and breakouts of four teen archetypes – Ivy, Cam, Oak and Essy – who, like many teens, are dealing with a common enemy called acne.  


“The Benzacs” encourages teens to ditch the acne drama by providing entertaining content on a platform where they are already engaging.  More than three-quarters of teens use Instagram, the most popular social platform among this age group, and millennials spend an average of 439 minutes a month on the platform.  

Brought to life through a collaboration with Galderma’s advertising agency, Deutsch New York, Benzac Acne Solutions is among the first brands to create an Instagram-friendly series and the first series on Instagram to target teens specifically. 

“Benzac Acne Solutions aims to break the mold of traditional OTC acne marketing to reach the nearly 100% of teens who experience acne,” said Miles Harrison, VP & General Manager US Self Medication at Galderma. “As the most popular social platform for teens, Instagram was the ideal medium for this innovative Instagram series, which is one of the first on the platform to target teens.  With relatable, entertaining content, Benzac’s Instagram series will engage and capture the imagination of our teen audience.” 


Creative Agency

Art Director: Soomin Oeffinger, Jin Park

Chief Creative Officer: Kerry Keenan

Copywriter: Sasha Blejec

Creative Agency: Deutsch NY

Creative Technologist: (Director) Michael Nicosia

Digital Producer: Meg Ryan

Director of Integrated Production: Joe Calabrese

Group Creative Director: George Decker

Producer: (Associate) Delaney O’Brien

Project Manager: Leo Nouhan

Senior Producer: Shane Smith

Strategist: Dean Opriasa

Offline

Edit Assistant: Dave Belizario

Edit Company: Cutting Room

Editor: (Deutscht) Eric Grush, (Cutting Room) Merritt Duff

Executive Producer: Melissa Lubin

Producer: Kelly Ondris

Post Production / VFX

Post Production House: Light of Day

Producer: Anna Petitti

Smoke: Meggen Burdick

Production Company

Director: Jamie/Pete

DOP: Mark Williams

Executive Producer: Josh Ferrazzano

Producer: Mike Begovich

Production Company: World War 7

Category: Beauty/health , Health care

Genre: Comedy