Create an advertisement or campaign that promotes Tom's of Maine All-Natural Deodorant.
To help set Tom's apart from other deodorant campaigns, I decided to focus on their aluminum-free claim, which is an uncommon feature among leading deodorant brands. The aluminum foil, meant to represent aluminum content, is molded into shapes viewers will recognize to demonstrate the more responsible uses of the ingredient and to suggest that Tom's, unlike many other brands, knows to keep aluminum where it belongs.
The image and tagline are meant to catch the viewer's attention and then invite them to read further about the real dangers of the ingredient and why Tom's of Maine believes in more natural products.
This campaign promotes Tom's by bringing to light the dangerous ingredients used in competing deodorant brands while championing Tom's own policies in a way that's light and whimsical. This concept also has the potential for further expandability, inviting more ads that demonstrate the examples of "responsible" uses of aluminum.