2016 Winners & Shortlists

THE IGNORED - HIS RIGHT

Short List
BrandS.C.S.H.C.
Product/ServiceSCHOLL
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryCosmetics & Beauty, Toiletries & Pharmacy
Entrant Company IMPACT BBDO Dubai, UNITED ARAB EMIRATES
Advertising Agency IMPACT BBDO Dubai, UNITED ARAB EMIRATES

English Translation of Main Headlines

Scholl's Fresh Step Anti-Perspirtant Foot Spray reduces wetness and neutralises foot odour. Our idea banked on a simple insight: That while people take extra care of their armpits, they tend to ignore their feet. We used the cliché pose of a person applying deodorant on their armpit and gave it a visual spin. The illustration was carefully crafted to ensure that the moment of spotting the foot comes as a reward for the viewer. Great attention was paid to the anatomy of the arm and leg to ensure a seamless replacement.

Credits

Name Company Role
Fadi Yaish IMPACT BBDO Dubai Regional Creative Director
Bana Salah Impact Bbdo Dubai Creative Designer
Aunindo Sen IMPACT BBDO Dubai Copywriter
Clarisse Mar Wai May Impact Bbdo Dubai Executive Integrated Producer
Mirna Moukarzel S.C.S.H.C. Marketing Manager