O’Keefe’s

The These Hands project for O’Keeffe’s marked a significant shift from their usual direct, functional marketing style toward a more emotive, story-driven approach. The brand spent about a year developing this new direction, aiming to keep the core identity of Working Hands while bringing more humanity and emotional resonance into their messaging.

The campaign focused on real people whose hands are central to their work – nurses, carers, construction workers, carpenters, woodworkers, and a sculptor. Each shared how dry, cracked, or painful hands affected both their jobs and daily lives, and how the product helped improve those challenges.

Production was split across multiple regions: the U.S. campaign was filmed separately, while we shot the UK and German versions. We also tailored the selection of professions to each country so the roles felt authentic and relatable to local audiences.

From these interviews, we produced content for seven to eight European markets, delivering an emotive and relatable campaign built around genuine stories and real users.