Bulldog Beard: All Nighter

Objective

Bulldog Skincare came to us with a clear challenge: reposition their beard care range and stand out in an increasingly crowded category. The goal? To remind men that beards don’t have to be itchy, scruffy, or vaguely feral. Instead, they can be smooth, well-behaved, and dare we say, impressive.

The campaign had to promote Bulldog’s full beard care range under the message: “Straightforward beard care that really cares.”

Concept

At the heart of the campaign was a familiar scene: a guy falling asleep at his desk, looking like he's been through several all-nighters, and so has his beard. Enter the star of the show: a CGI Bulldog, who appears on a Zoom call to deliver a blunt but caring wake-up call. With the help of the Bulldog, the beard’s still there, just less “wild undergrad energy,” more “adult who has their life together.”

One unexpected (but very real) production challenge was casting. Finding someone who looked young enough to be believable as an overworked office junior, but could also grow a full, dense beard. As it turns out, that’s a niche demographic. After some determined searching, and a fair amount of stubble analysis, we found the perfect face for the job. Add ‘beard connoisseurs’ to our long list of expertise.

The campaign featured a specially shot hero film and multiple animated social assets, each tailored to a specific product in the range and across multiple languages and territories. Because beards are universal.