On The Job is a hand lotion made for the most manly of men -- tradesmen and DIYers. Guys whose hands work for a living, or just work. Dentsu America was charged with appealing to a target audience that regularly uses and maintains tools, but consistently mistreat and ignore their most important tools -- their hands. But we cautioned ourselves with the fact that rough hands were also a badge of honor for our audience. We realized that we had to get our message out in a way that didn’t insult the “badge” aspect of their rough hands. We quickly decided that the only way to earn the respect of our audience was to show respect for the incredibly hard work they do. So we created iconic visuals that not only paid homage to their hands, but also highlighted what the damaged hands had become. And that is, a morphed replica of the materials they worked with. A visual solution paid off with the tag: On The Job. Repairs hands that work for a living.
