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RESPECT YOUR AUDIENCE

Clean & Clear no longer understood who their audience was and what they wanted from a brand. Sales tanked, and it was time to take some BIG risks. Through deep research and a thoughtful strategy, Clean & Clear and VaynerMedia crafted a new creative and strategic vision which gave the microphone to Gen Z and allowed them to truly show off what matters to them. In turn, C&C saw unprecedented sales results and an increase in brand relevance amongst Gen Z and their parents. 

 

Meet the faces... and voices of the new Clean & Clear!

Sierra
“Dance has taught me to be a warrior.” Meet Sierra, 14, a dancer who uses culture to inspire her moves, and who teaches the next generation to be confident in their own skin.
 Director: Juan Zuleta 
Associate Creative Director: Meg Murphy
Senior Copywriter: Phoebe Rowe
Dillon
"Being the first person to take the initiative when you see a problem has a domino effect, and will inspire other people to step up and take action.” Meet Dillon Eisman, 18, non-profit founder with an eye for fashion and a heart for giving back. 
 Director: Juan Zuleta 
Associate Creative Director: Meg Murphy
Senior Copywriter: Phoebe Rowe 
Taylor
“I want girls to believe in themselves, to feel like we are powerful, we are strong, we have the capability to do anything.” Meet Taylor Richardson, 15, an advocate for girls in STEM and aspiring astronaut who encourages all teens to dream big and shoot for the stars. 
Director: Juan Zuleta
Associate Creative Director: Meg Murphy
Senior Copywriter: Phoebe Rowe 
Essynce
“Sometimes we forget how magical and powerful we are.” Meet Essynce, 16, a young writer who encourages teens to push themselves to make bold moves, because no one else in the world is going to be who you are.
Director: Juan Zuleta
Associate Creative Director: Meg Murphy
Senior Copywriter: Phoebe Rowe