Craft

Love Island Star Sheds Tear for Mental Health

For World Mental Health Day, Chris Hughes has launched cologne L’eau de Chris in partnership with Topman and CALM.

by Olivia Atkins on 10^th October 2017

This article was created before we re-designed shots – it may look a little strange or not have the same features as new articles. If you see something particularly wacky, please let us know on shots@extremereach.com

Love Island star Chris Hughes has paired up with Topman for World Mental Health Day to encourage men to open up about their feelings.

The #DontBottleItUp campaign for Campaign Against Living Miserably charity (CALM) of which Hughes is an ambassador, saw a live activation take place this morning to announce the launch of a fake new bottle of water.

The mock ad for L’eau de Chris, created by BMB and shot by Rankin, features Hughes catching his tears in a fragrance bottle. However, the image and audio quickly jitters with Hughes interfering and calling the stunt ‘ludicrous.’

#DontBottleItUp paves the way for men to publicly share their emotions and raise awareness of the fact that suicide is still the number one killer among British men.

“Our message to all guys is: however you open up, just #DontBottleItUp,” says Hughes.

Limited edition L'Eau de Chris water bottles are on auction online with all proceeds going to the charity. Topman will also donate £2 to CALM for every pair of boxers sold in October.

Here's another campaign from Rankin to get music into schools.

Connections

Agency BMB
Post Production The Mill
Production Rankin
Sound Design Wave Studios
Chief Creative Officer Jules Chalkey
Creative Director Matt Pam
Creative Director Simon Hipwell
Director Rankin
Editor Dan Fernbach
Post Producer James Bamford

Unlock this information and more with a Source membership.

Learn More

Share

See full credits for all work featured and have instant access to the world's most powerful and comprehensive advertising database.

+ membership

Access the world's largest advertising database. With an intuitive toolset that helps you explore, present and collaborate more effectively.

Your work looks flawless on all devices.

Custom-built for the advertising industry, with extensive showreel options and powerful streaming software.

Upgrade your showreels today.

Taking you to

To access full credit, contact, company and people information, you'll need a Source membership. Click below to find out how to super-charge your shots experience with the world's most comprehensive advertising database.

Learn About Membership Or Log In