14: LUXURY & FASHION (Beauty)
Ad that you can feel by skin - Clarins
|Title of Entry:||Ad that you can feel by skin|
|Entrant Company:||Proximity Russia|
|Creative Agency:||Proximity Russia|
|Creative Director:||Andrey Iliasov|
|Date of Release:||2020-03-01|
|Notes:||We wanted to attract the male’s attention to the Clarins cosmetics line and propose the right creative approach in order to find success with them.
Sports is one of the popular digital content consumed by men among all topics. We’ve found an interesting fact: having watched sport extreme video, one of the users wrote that his hands had gotten moisturized.
Really extreme ads is non-tradition for beauty category. But starting from both the interests our target audience has and from unconventional insight, we came up with an idea of how to reach the widest-possible audience and achieve a viral effect at minimal expense.
The idea uses message addressed to our reptilian brain (R-complex). It stimulates instincts to communicate advertising message. You literally feel this AD with your skin. Just try it!
|Other Credits:||Marianna Kolupaeva, Strategic Planning Manager|
|Other Credits:||Varvara Sheremet, Junior Art-buyer|
|Other Credits:||Liliya Kechina, Creative Awards Director|
|Other Credits:||Elena Vratskaya, Digital Account Director MediaWise|
|Other Credits:||Irina Zemskaya, Digital Manager MediaWise|