2009 Winners & Shortlists

Results and Effectiveness

In only 7 weeks, we had met our business objectives. The sticker was the talk of the town and a subject of conversation when people came back from the bathroom to their tables, “Did you see the fallen hair for Pert Plus in the sink?”

Creative Execution

To support our campaign, we invaded bathrooms in Universities, Malls, Theaters, Restaurants, Cafe's and Pubs, and intervened in sinks, where you will always find a fallen hair. A transparent waterproof sticker simulates a hair reaching out from the drain struggling to avoid being flushed in by the water. Part of the hair is treated to stay loose and unstuck to the surface enhancing the drama as it wobbles with the flowing water.

Insights, Strategy and the Idea

We were asked to create a campaign to launch a new hair-fall control variant for Pert THAT WOULD compete against at least 6 other anti-hairfall SHAMPOOS that launched before us. Talking to a young audience we decided to answer USING AN observation of human behavior: How does it feel when you LOSE your hair?