2015 Winners & Shortlists

Brief Explanation

Amidst all the big brands creating huge World cup promotions with huge budgets, was Haircode, a small gel brand with a small budget and an even smaller share of voice. We had a small budget, but to our consumers, that small budget translated to a big prize. We sacrificed on our production budget and lured consumers with the one thing they value more than World Cup tickets: One Million Pounds. We created a series of short, humorous and insightful (yet slightly absurd) copies about what out target could potentially do with the million pound grand prize to create buzz about the promo.

Creative Execution

Given that it was football season after all, we had to have a football copy. And what better to do with a million pounds, than buy Drogba (the iconic football star) to watch the World Cup with you. But given that we had given up most of our production budget and put it towards the prize, we couldn't cast the real Drogba (or any football star for that matter) And that is where our casting challenge began. We went through hundreds and hundreds of casting videos, with no luck. But then we met Mohammed, an office boy at our production house. And the resemblance was undeniable. With a bit of hair and make up, we had found our Drogba!