WHERE’S MY CARMEX?
WHERE’S MY CARMEX?
The collaboration between Carmex and Baiteze Squad was a testament to the power of creativity and unconventional thinking. Zero Formation, the team behind this campaign, transformed what could have been a straightforward partnership into a groundbreaking cultural moment. By introducing Carmex to football fans in a way that was authentic and resonant, the campaign pushed boundaries and set new standards for grassroots football marketing.
At its core, the campaign highlighted Carmex’s essential role in men’s lip care, framing it as a must-have on match days. But the approach went far beyond the product. Leveraging Baiteze Squad’s global reputation not just as a grassroots football powerhouse but also as a hub of cultural influence, Zero Formation crafted a narrative that seamlessly blended sport, lifestyle, and self-care.
This collaboration marked a new chapter in the relationship between grassroots football and global brands, showing how unconventional ideas and creative vision can elevate a partnership. It’s an exciting beginning, and we eagerly anticipate what the future holds for Carmex, Baiteze Squad, and the creative talent at Zero Formation.
A complete visual narrative, elevated style and easter eggs galore saw both a stills and film campaign, all built around our five selected filmmakers from London. The goal was clear, turn the home of John Boyega’s South London home, Peckham into a cinematic landscape never seen before. Real shops, real locations, real rooftops, real people and real patties. Authenticity is non-negotiable.
Brand
Burton McCall
Instagram
Baiteze
Socials
Zero Formation