Brand | L'OREAL MIDDLE EAST |
Product/Service | L'OREAL ARGININE RESIST X6 |
Entrant | FP7/DXB Dubai, UNITED ARAB EMIRATES |
Category | Promotional Item Design |
Entrant Company
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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FP7/DXB Dubai, UNITED ARAB EMIRATES
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Brief Explanation
More than a third of the Middle Eastern population suffers from hair loss. High levels of saline in the water supply leave hair feeling limp, leading to excessive hair fall. We needed to speak to our target audience in a highly memorable way by communicating to them in areas where they faced the reality of hair loss daily.
The Brief
To find an innovative way to educate consumers about the benefit of L’Oreal’s Arginine Resist X3, a new haircare solution that reduces hairfall by strengthening the hair from root to tip.
How the final design was conceived
Working on a shoestring budget, we designed simple stickers of various hairstyles and placed them on baldheads of bathrooms signs across the region. We turned the bald into the beautiful, ultimately transforming thousands of washroom signs into mini-billboards that instantly highlighted the benefit of Arginine Resist X3.
Indication of how successful the outcome was in the market
Over 5,000 signs in the region received a ‘hair makeover’ during our month-long campaign. The stickers helped the Arginine Resist X3 campaign increase its overall sales by 3.1%. Market share grew by 53% and our facebook page tripled in followers. Most importantly, Arginine Resist X3 users were keeping their hair off the floor and on their head once again.
Credits
Paul Banham |
FP7/DXB |
Executive Creative Director |
Husen Baba |
FP7/DXB |
Creative Director |
Paul Banham |
FP7/DXB |
Creative Director |
Ali Mokdad |
FP7/DXB |
Creative Group Head |
Husen Baba |
FP7/DXB |
Art Director |
Joseph Alipio |
FP7/DXB |
Art Director |
Paul Banham |
FP7/DXB |
Art Director |
Ali Mokdad |
FP7/DXB |
Art Director |
Karen Moubarak |
FP7/DXB |
Account Manager |
Marine Deneufbourg |
FP7/DXB |
Account Executive |
Nima Askari |
FP7/DXB |
Account Director |
Khalid Hamza |
FP7/DXB |
Agency Producer |
Antoine Rizakallah |
L'oreal Middle East |
Marketing Manager |
Pooja Subramanian |
L'oreal Middle East |
Group Product Manager |
Laila El Sayed |
L'oreal Middle East |
Senior Product Manager |
Adam Browning Hill |
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Photographer |