CARMEX

SOOTHE ABSURDITY

Your lips can get away from you, but it’s a lot harder to get away from your lips. Carmex makes extremes feel easy. Because the only way to soothe absurdity is with a little absurdity of our own.

01

Resurfacing Carmex

There are some places your lips should miss out on, so from now on this is the closest they’ll ever get. On top of that, you get a lip balm that confounds all expectations. It’s a skin-win, really.

02

A Breath of Fresh On Air

Carmex wants you to explore as much of this chaotic world as you possibly can. So we asked everyone’s favorite voice of God, Sir David Attenborough, to record some spots for Spotify listeners comparing the exploits of Carmex to the preposterous daredevils of the world.

03

Getting Way Out There

We’re partnering with those who don’t only face the extremes, but endure them: the photographers, explorers, researchers, and locals. Carmex is making a zine to give the hardest working lips on earth a chance to tell their stories.

Like, Waaay Out…

But here’s the catch: we can’t hand them out at any old newsstand. You have to brave the elements to learn how brave the elements make you first. Going extreme isn’t about seeing red and taking the bull by the horns, it’s about how long you can stay on top of the damn thing.

04

Crack Up the Feed

Twitter gets the likes and snapchat gets the looks. Jokes that make your mouth hurt solidify our new voice and a brand new filter shows you what your lips would look like if you gave them their choice.

05

Stick to the Stickers

We thought we could give the city some personality. Well, if agony is a personality that is. These transparent and branded stickers let people take the absurdity of our campaign and re-envision it their way using the world around them. Mind the cracks, people. They’re right under your nose.

COPYWRITER: HAYDYN GORING

AD: ALYSSA MALAK