Harry's isn't your average shaving brand. They've always leaned into the human side of bathroom rituals with a hint of humour - and were in need of an illustrator with an eye for nostalgia. Who better to call up than the master of modern-retro: Gustaf Hjalmars.
The campaign, Feel Good Hotline, had a simple but quietly powerful idea. Men don't always find it easy to reach out - to check in or to ask for help.
The campaign “Dial up the Feel Good” dropped in the lead-up to Fathers Day, and sharpened Harry’s commitment to good causes by encouraging all of us to connect, consider and check-in on the men in their lives.
Gustaf created a full suite of assets for the campaign: animated icons, a sticker pack, and a series of feel-good illustrations that span the gap between cheeky and sincere - a magic 8-ball, a smiley face, a 🤘, and more.
The centrepiece: a pedestrian-stopping Mural in Shoreditch, with a razor-payphone encouraging interactions from passers-by to listen in to feel-good stories, and write their own messages of goodwill on the wall.
And for those who couldn’t make it down, Feelgoodhotline.com was created.
The limited-edition Father's Day packaging got the same treatment, a series of icons paired with the quote to enhance the box’s messaging.
A reminder to all of us that even the small things, whether that’s going for a pint or sending a quick “how you doing?” message can make big change.
