NICOS — "My choice" men's-grooming campaign: vehicle livery and outdoor
Vehicle liveries and outdoor for the NICOS for Men grooming line — built around the "My choice!" campaign with athlete Rəfael Ağayev (4× karate world champion, 11× European champion).
- Multi-stage
- Elvin Şərifov + Dinar Ömərov
- Branding · Vehicle livery · Outdoor · Campaign
- Live
Starting point
NICOS for Men is a men's-grooming line (after-shave lotion, Ice Cool shave foam, deodorant). The recognition problem wasn't on shelf — it was on the street. The category is dominated by international players (Gillette, Nivea); NICOS needed to read as a strong local alternative. The Rəfael Ağayev endorsement was already secured. The visual hammer was missing.
Decisions
One campaign idea: "My choice!" — the athlete's relationship to the product. A high-contrast portrait of Rəfael Ağayev, the product composition on a dark-blue accent ground, ice shards supporting the "Ice Cool" formula story. The truck liveries leave the right side of the portrait open so customers reading it at speed catch the product first.
Execution
Dinar resolved the livery in two truck sizes (small and mid load), running outdoor banners in parallel. Stage lighting was tuned to the product's blue-ice tone — the "Ice Cool" cue locks in three hammers: colour, ice, athlete face.
"You buy an endorsement; you don't buy the visual hammer. You build it. Three hammers — colour, ice, athlete — built it."
— Dinar Ömərov
Outcome
One campaign with a persistent street presence — delivery vans, billboards, and market outdoor share one visual core. NICOS earned the recognition and trust it needed to read as the strong local player.