L'Eau de Chris

L'Eau de Chris, W / CALM
When Love Island star Chris Hughes announced via Instagram he was partnering with TOPMAN to launch a bottled water infused with his own tears, it provoked a mixture of ridicule, shock and a backlash from public and media alike.

At a media launch on World Mental Health Day, and broadcast live on Facebook, the real purpose was revealed. It was not L'Eau de Chris, but 'ludicrous' that young men continue to bottle about their feelings about anxiety, depression and suicidal feelings. The campaign delivered a 1800% increase to the CALM website where young men in crisis could seek help.