- The Drano Family
Case Study | The Drano Hairy Family for Draft FCB
- Q: How do you take a brilliant concept for an ad for one of the countries best known brands and create an authentic framed family photo - all shot in the worst possible taste?
A: By using social media to find a real family with copious amounts of long hair, dress them in the most dated 80's style possible and photograph them in an authentic 'Mall of America' style.
The brief from Todd Durston - VP, Associate Creative Director at FCB Chicago - was to help visualise a new idea for one of his biggest clients, Drano.
The concept was brilliantly simple: The Hairy Family. No tag line (in-fact, no copy at all), just a framed family picture hanging on the wall with the Drano logo subtly placed underneath. Todd wanted the final photograph to look completely authentic - typical of so many family portraits taken in malls across America.
The casting was a challenge because we didn’t want typical models. Using Craigslist, we found a genuine ‘Hairy Family’: Mum, Dad, two daughters and a their nephew - they were perfect.
Once we had our characters, we set about planning the shoot. The styling brief was “80’s and ugly”; the background was purchased from a genuine supplier of Main Street portrait studios; the frame was chosen on the grounds that everyone hated it. As for hair styling, the brief was “big, and lot’s of it”. The make-up just had to clash with everything.
After shooting the family portraits, we handled all of the post-production and retouching, adding the final elements of the frame and wallpaper to complete the final ad that was presented to the agency's account team.