Lume is an antiperspirant and odor control brand that specializes in solid & cream deodorant and odor prevention products. The brand stands out from its competition because their products can be applied to all body parts, not solely armpits – protecting you from sweat and stench, anytime, anywhere. Our team saw an opportunity to promote awareness about this deodorant’s point of difference as well as put into action a campaign that works to eliminate the stigma around body odor insecurities.

We aimed to highlight the overwhelming sense of feeling smelly while staying true to the comical heart of Lume’s brand. To do so, we chose a long-copy solution for this campaign that transports consumers to the very places they themselves might stink: from the office to the post-championship burger joint. Our campaign manifested itself in colorful language and art direction of situation-driven ads.

This campaign was selected for Southern Methodist University's Portfolio Night, showcasing the best work produced in the college’s portfolio program.