kiehl’s → Abbie chatfield’s boyfriend (2024)

Strategy + Creative Direction

Kiehl’s have a reputation for pushing boundaries globally, but down under they’d been playing it safe. They needed a disruptive social campaign to shake things up for their Anti-Aging Retinol Serum. Enter an unlikely ambassador: Abbie Chatfield’s boyfriend, Keli Holiday.

After he went viral for claiming he’d wear the “Abbie Chatfield’s boyfriend” badge any day, her Gen Z army claimed him as one of their own. Throw his almost-washed-up rocker mug in the mix, and the brand found their offbeat poster boy.