Natural. Effective. Real.
A look behind the scenes of our deodorant campaign
Join us behind the scenes of our new campaign for our natural cosmetics deodorants – and discover how much passion, improvisation, and teamwork go into just a few seconds of film and a single perfect photo.
A normal Friday? Not for us.
When the sun shone on the Kleine Schanze in Bern on Friday morning, we knew immediately:
This day full of sweat, laughter and real emotions would lead to the desired result.
What began as a simple creative meeting turned into a sweaty masterpiece – with a result that is something to see (and smell!) about.
The idea: Less gloss, more life
And of course it works
It began – like so many things – with a wall covered in Post-its. "Of course it works," they read. Or: "With this deodorant, you won't stink." The latter, by the way, didn't make the final selection 😉.
It was already clear during the first brainstorming session: We don't want a staged advertising world, no retouched models, no Photoshopped faces.
Our deodorant is real. So our campaign has to be, too.
"We wanted to show people as they really are—in motion, in everyday life, in their sweat," says Reto from the creative team. "No glossy filters. Just naturalness that works."
It quickly became clear:
The slogan "Naturally it works" sums it up.
And twice as much.
“Naturally it works” stands for two things that are particularly important to us in our deodorant creams and deodorant sticks:
First, they're 100% natural —free of aluminum, alcohol, or synthetic additives. And second, they really work . Even during exercise, stress, or summer sun.
A play on words that sums up our idea in one statement.
Preparation: How to make a fragrance-free deodorant visible
Photographing deodorants is like painting music – not easy, but not impossible.
So we started thinking: What moments do people associate with freshness? With movement? With self-confidence?
The answer lay in encounters: friends having after-work drinks. People jogging. Laughter. Life.
After weeks of mood boards, emails, outfit tests, prop lists, and location searches, the time had come: our shooting day was just around the corner.
Shooting day: spontaneity meets summer heat
Early in the morning, on the small ski jump in Bern: There was a flurry of activity among the camera bags, summer dresses, snacks, and props. The sun was shining, the atmosphere was relaxed—perfect for our deodorant.
9:00 a.m. - Getting to know each other on set
The models, photographer, and team get to know each other. Finally, they meet in person.
9:15 a.m.: Briefing for team, models and photographer
Once the process is clear to everyone, we can start the shoot.
9:30 a.m.: First scene –
After-work meeting between two friends.
10:35 a.m.: The first photos in the box
(after a passerby had “confiscated” our bistro table) Between camera lenses and spontaneous ideas, funny moments and the first great pictures were created
Then: on to the second location – the Elfenau.
Green, peaceful, and blooming. The perfect backdrop for our natural products. This is where the athletic part of the shoot took place. Our models jogged, hiked, and demonstrated how our deodorant works—even when you work up a sweat.
"What does a natural gesture look like when you smell each other's armpits?" Cornelia, from our marketing team, asked. "Not so easy when ten people are watching..."
3:12 PM
Click. The moment.
A single photograph. An expression. A ray of light falling through the trees.
Everyone on set knows: This is it.
The campaign image. Natural. Real. Truly effective.
What remains:
More than beautiful pictures
At the end of the day, there were 127 shots, four hours of filming, 25 degrees – and a deodorant that lasted.
Naturally.
We are proud of what we have created together: a campaign that reflects our brand.
A visual language that works without filters. And a story you can almost smell.
