These Billboards Call You Out By Name

//  05.12.21

Not washing your face before bed is a big problem.
So Bioré® created a big reminder.


Forgetting to wash your face before bed is the ultimate skin sin. Yet so many of us do it. That’s why Bioré® skincare, a brand that offers a range of cleansing products and acne solutions, is committed to ensuring your pores get as peaceful of a rest as you do.

“Bioré® skincare is all about embracing a ‘skinimalist’ lifestyle. And what’s more skinimalist than removing the day’s build up from your pores before bed?” said Monique Milewska, Brand Manager for the Bioré® brand with Kao Canada.

To remind people to wash their face before bed, Bioré® skincare created digital billboards that call people out by name and face directly into their condo window. Each uses Census Ontario data to display the most common names for the apartment complexes they’re facing.


“The problem is universal. But we knew the solution needed to feel personal, since we’re infiltrating people’s nighttime routine,” said Cam Boyd, Creative Director at john st., the agency behind the campaign. “That’s why we chose to use a mass media channel in a direct way, creating a billboard that feels like a text from a friend who knows you a little too well.”

Billboards in downtown Toronto, and Mississauga are running between 8 p.m. and 2 a.m. until May 16th.

But Bioré® skincare didn’t stop there.

Knowing that people watch hours upon hours of YouTube videos before bed, Bioré® skincare also turned its reminders into contextual pre-rolls.

The pre-rolls are running between 8 p.m. and 2 a.m. until June 27, and reference the category of videos people are watching. So, if you’re watching gaming videos into the evening, you might see this…

And if you were watching that scandalous music video we were all watching and re-watching at the end of March or award show speeches at the end of April you might see…

For the Quebec market, Bioré® skincare leveraged Quebecois pop-culture, creating content that referenced popular Quebec TV shows.

This campaign is part of Bioré® skincare’s #Skinimalist platform launched in October of 2020.

Campaign Title: Wash Your Face Reminders, #skinimalism platform
Client: Kao Canada
Brand: Biore

Director of Marketing & Business Development, Kao Canada: Teri Barrigar
Associate Director of Marketing, Kao Canada: Lori Bianchi
Brand Manager, Biore: Monique Milewska

Agency: john st.
Chief Creative Officer: Cher Campbell
Creative Director: Cam Boyd
Associate Creative Director: Natalie Mathers
Copywriter: Maddie Rosenberg
Business Lead: Lindsay Day
Account Director: Jamie Faltl
Account Executive: Emily Sabetti

Media Agency: m/SIX
Associate Director of Planning: Nicole Saab

About Kao Canada Inc.
Kao Canada Inc. is a leading manufacturer of premium beauty care brands that are recognized around the world for their innovation and quality. The Kao Canada Inc. portfolio includes Jergens® and Curel® hand and body lotions, Bioré® facial care, and John Frieda® Frizz-Ease®, Volume Lift®, Sheer Blonde®, Brilliant Brunette®, and Radiant Red® hair care.