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2009 Winners & Shortlists
STOP THE SUFFERING
|Client||PROCTER & GAMBLE|
|Product||PERT PLUS SHAMPOO|
|Entrant||LEO BURNETT BEIRUT, LEBANON|
|Type of Entry||TV/Cinema|
|Category||Cosmetics & Beauty, Toiletries & OTC Pharmacy|
|Title||STOP THE SUFFERING|
|Product/Service||PERT PLUS SHAMPOO|
|Entrant Company:||LEO BURNETT BEIRUT, LEBANON|
|Advertising Agency:||LEO BURNETT BEIRUT, LEBANON|
|Production Company:||BENT IMAGE LAB Portland, USA|
|Most shampoo brands in the market have dealt with hair-fall, yet somehow, most had a similar approach focused on Before & After models, Big percentage claims & Great hairshots. Our challenge was to figure out how to make our communication stand out among the clutter while connecting with our young primary audience. Stemming from an insight that people who suffer from hair-fall feel genuinely sorry & concerned about their falling hair, we decided to create a tragic hair-fall experience. The result: people who saw this film have been telling us they will never see their falling hairs in the same way, ever again.|