Australian film director Steve Back does the right thing in 10 seconds for DTRT and GPB Shanghai

GPB Shanghai and Australian film director Steve Back (Brilliant Films) have launched a series of 10-second short videos for Have&Be.Co to promote 10 sec, a brand new entry to the Chinese skincare market.

The new all-in-one lotion aims to reach young Chinese men, who make up an increasing share of the US$33 billion Chinese skincare market. However, the share of skincare products available to men is still relatively small, creating a huge room for future growth in this sector. 10 sec is designed for men on the move as well as fans of the snooze button who could all use a streamlining of their morning routines. The new multitasking formula hydrates, tones, fights early signs of aging and tops it all off with a crisp, woodsy aroma in just 10 seconds.

VIEW A FEW OF THE HIGHLIGHTS

Ellene Choi, Marketing Director explains “10 sec is different from other skincare products. It’s not a complicated regimen that takes ages to apply. And that makes it perfect for guys who just want to invest in 10 sec and be done. These short videos show that you really can Do The Right Thing in just 10 sec.”

“Do The Right Thing is not just be a product brand but a movement. We filmed over 35  short videos featuring men of all sizes and backgrounds. They are shown in the moments after using 10 sec when they are being themselves, living out their amusing, strange and imaginative ideas. The short videos are appearing in an endless loop on your WeChat.” says Alvin Lim, Creative Chairman GPB.

Creative Chairman: Alvin Lim

Marketing & Creative Director: Ellene Choi