2012 Winners & Shortlists

Results and Effectiveness

Women loved it. They were clearly surprised by the switch and listened as the twin explained how she got her hair to look so wonderful – effectively communicating the product benefits. The light-hearted experience created an obvious halo effect for the brand, underlining its relevance for the modern woman’s hair care needs.

Creative Execution

Identical twins were recruited to play a Candid Camera-style trick on unsuspecting women while they were out shopping. One girl would drop her purse and disappear round a corner. Seconds later she would come running back to get it. The first girl had huge messy long hair – obviously exaggerated – whereas the one coming out of the corner has beautiful, straight and shiny hair – model quality. Women were puzzled by the change in the appearance of the girl’s hair and some even questioned whether it was actually the same girl. The new twin then pointed to her T-shirt, showing the product and the effect that the Respect straightener has – quick and great results.

Insights, Strategy and the Idea

As every woman with curly or difficult hair knows, taming unruly tresses is not an easy task, and it’s that much harder to get salon results at home. So…they go to beauty parlors and professional stylists for help. The Rowenta ‘Respect’ hair straightener is what these women want. Not only does it straighten hair quickly, its ‘smart’ technology protects from heat damage, giving unmatched conditioning and shine. These benefits could be visualized simply and powerfully with a ‘before and after’ comparison.