concept, art direction, creative lead
THE TRULY WAX MUSEUM
The Challenge
Cotonetes is a Johnson & Johnson brand that came to Brazil in 1965, revolutionizing the cotton swab industry in the last century.
Since then, it has been considered a top-of-mind brand, a leader, and synonymous with the category in the country.
However, the brand has been losing traction among digital-native consumers and is losing ground to competitors who are emerging in the industry.
So, how can we be appealing enough and bring Cotonetes back on the radar of Gen Z?
The Solution
We took advantage of the hype surrounding NFTs (non-fungible digital tokens) and the tradition of Madame Tussauds Museum to develop a series of exclusive artworks featuring the top personalities of this generation, made from ear wax.
The Truly Wax Museum leverages the mechanics of NFTs to its advantage, as it showcases unique and collectible pieces. Furthermore, it brings status to the individual who becomes the sole owner of the collectible.
After all, who wouldn't want to own the only ear wax sculpture of LeBron James?
