2007 Winners & Shortlists

The Brief

6

Describe the creative solution to the brief/objective.

Created a blackboard eraser which clearly demonstrates the dandruff removal benefit by using an item that characteristically removes white from black, as does H&SH. It's shape is also a perfect medium because of the similarity in size to the bottle. Moreover, the whole idea is exceptionally effective because it is an item that will be seen by all students in the classroom when in use.

Results

We distributed erasers for all classrooms of 500 of the largest high schools and universities across Cairo. This represented hundreds of thousand of our target audience and signified a huge market entry point for H&SH, causing our target to connect with the brand at an early age, creating long-term loyalty.