We have worked for over 20 years on Madison Avenue crafting ad campaigns for global clients such as Rolex, Volkswagen, Philips and Hershey’s. We understand critical thinking, production and storytelling.

Awards include Clio, London International Award, Art Directors Club, New York Festival and Communication Arts.

Concepts and Creative below by Billy Faraut (President and Co-Founder of B+C Films,) produced and directed through partner production companies.

BUILDING BRANDS AND CRAFTING STORIES FOR 25 YEARS.

DEFY THE SUN

Men think they’re tough and that their skin is sun-proof. And they’re wrong. Because men aged 15-39 are twice as likely to die from melanoma as their female counterparts. So how do we get these dudes to wear sunscreen?

First we make a manly product designed specifically for their manly needs. Banana Boat Triple Defense for Men. And then we make manly advertising. Advertising that speaks to man’s manly side, by making everyday man-activities seem heroic. And we challenge those men to DEFY THE SUN. 

FOREPLAY MEETS SWORDPLAY

Sometimes there’s a need for a nice brand film. To elevate the emotional appeal of the Wilkinson Sword brand to both men and women, we created “Swordfight,” a film which plays on the brand’s rich sword-making heritage and demonstrates the precision of its blades. Over 5MM people saw “foreplay meets swordplay” across Facebook and YouTube. En garde!

PRODUCT CONCEPT

Times are changing and the notion of gender is changing with it. Seeing gender in a binary way is a thing of the past. Research shows us that 50% of millennials believe gender is a spectrum. It doesn’t hurt that cultural icons such as Miley Cyrus, Jaden Smith, Emma Watson and Angelina Jolie support this point of view.

Facebook, Pinterest and Tinder all allow users to choose from a multitude of gender identities. Emojis also embrace this new way of looking at things. It’s on your phone and on bathroom doors. So where is the opportunity here? If you work on Schick razors, you develop the first non-binary, gender neutral razor for every body. It’s not pink, it’s not blue and it looks fabulous! You’re welcome.

THE FULL STORY

The financial investment world is complex, volatile and doesn’t always inspire confidence. So how do you get investors to sign on the dotted line?

You help them understand and value T. Rowe Price's active management approach by reframing what they do as "Strategic Investing." You pull back the curtain on their investment approach by showing how their experts go beyond the numbers and out in the field to get the full story before selecting those investments. By demonstrating this process, you help convey the value of T. Rowe Price's approach and help investors feel more confident in their decisions.

 This was accomplished through a well-rounded ecosystem that included three OOO station dominations of Grand Central (N.Y.), Metro Station (D.C.), Merchandise Mart (Chicago), TV, print, online content and animated banners that drove to the site.

BRAND REFRAMING

TRIMMERS

Landscaping is an increasingly prevalent trend amongst women and men. But of course, you knew that. Because you haven’t been living under a rock. There are many reasons for this cultural shift. Hygiene, sex or purely for aesthetic reasons.

So how do you talk about something when you can’t exactly show it? You get cheeky.

To promote the new Schick Quattro for Women TrimStyle (the only razor and bikini trimmer in one) we launched an online campaign called Prune for June. It was a contest that invited women to create Pinterest Boards inspired by their trim style shapes. "The Landing Strip," "The Heart Breaker," The Bare-muda Triangle," etc.

The site featured shape-inspired boards from five design bloggers; consumers were invited to create their own boards, with a public vote determining the winner.  Winners got items from the bloggers' boards valued at $2,500, with five runners up each winning a $1,000 Amex gift card.

THE INTERNET LOVES CATS

Cat owners love their cats. Like, irrational love their cats. Like - let me share my cat video with you even if you don’t care - love their cats. But what they don’t love so much is the smell that comes with the kitty litter. No problem because Litter Genie developed a 5 layer odor-locking technology, combined with an easy and convenient pail (that’s right!). But how does this thing work? No problem, we’ll demo it for you. And to make sure you look at our demo, we will leverage this crazy cat meme culture. And to make sure you really listen closely we will sing it. Hell, we will make cat music videos.

SCHICK HYDRO

Dudes 18-24 don’t care about razors. But they do care about robots, technology, comic books, gaming and superhero movie franchises.

So how do you launch a new product in a super low interest category? You make a super hero! Complete with a Super-bowl launch commercial, a comic book, a Comic-Con superhero suit and a Michael Bay Transformer movie partnership.

By leveraging this ever-growing gaming culture, you reach all the right people at the right place and explain this cool technology in an entertaining way. Voila!

CAREFREE

How do you increase sales of liners? You encourage the everyday use by normalizing periods and making liners part of your daily routine. We did this by re-framing the morning ritual. You wouldn’t skip your mascara or brushing your teeth, and you shouldn’t skip your liner, either.

FAB

The first razor that shaves forwards and back?! How do you change 100 years of shaving behavior?  First you come up with a snazzy name: F.A.B. Stands for Forwards And Backwards. That’s right, we came up with that. Then through a blitz across channels you say it and you show it. We demonstrated how natural, fun and instinctive the motion is by showing women on swings, pogo sticks, playing ping pong, dancing, painting, jumping rope, skateboarding, parkouring, and yeah, even drinking.

Back and forth, up and down, zig and zag, this way and that way, to and fro… I think you get the picture.  2 months after launching in January 2018 Schick Intuition F.A.B. became the number 1 best-selling product in Walmart.

A little bit of this, a little bit of that. All those projects have a story and tell a story.

Sometimes it’s about engaging allergy sufferers on the street through an oversized video pinball game in Time Square. Sometimes it takes the shape of a revolutionary App that makes a cat (yes a cat!) predict your future. Or a Facebook microsite that helps you upgrade not just your razor but your entire life. A series of racy online videos can also be effective when well targeted.

Different projects call for different solutions. Everyone of those projects is a learning experience. You discover new platforms, meet new talented people and refine your craft.  All of this helped us get where we are today.

Wait, isn’t print dead? Maybe, but it’s a good school. Teaches you how to be single minded. Forces you to prioritize, distill and cut through. And there’s no room for error. It all just sits there on the page for everyone to see. So it better look pretty.