Kiehl's
Take Care of Your Tools
You check the oil before a long drive.
You keep your knives sharp, your blades replaced, your gear wiped down before it goes back in the bag. Your hands work harder than anything you own. It's time you treated them that way.
They turned the bolt. Ran the service. Poured the foundation. Kneaded the dough at five a.m., pulled the shot, caught the ball before it hit the ground.
Look at them. The callus you're almost proud of. The cut you didn't notice until the day was already done.
Strength starts with maintenance. Soft hands, hardest worker in the room.
Serious workers take care of their equipment.
Kiehl's. Take care of your tools.
The Strategic Idea
Skincare has ignored working hands longer than any other category. This campaign makes those hands the subject of the story itself.
OOH
Extensions
Kiehl's Hand Spa Truck: Not a Spa. A Shop.
A spa asks you to relax. A shop asks you to show up. So we built a mobile unit with exposed hinges and work lighting, closer to a job site trailer than a wellness retreat.
Kiehl's x Home Depot: The Maintenance Aisle
Every tool in this store gets a maintenance schedule. The hands using them never have. Kiehl's is moving in, right next to the tools it was always meant to sit beside.
Concept & Copy: Breana Oliver
Art Direction: Zoul To