TV/Cinema

Gold
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STOP THE SUFFERING
PROCTER & GAMBLE
PERT PLUS SHAMPOO
LEO BURNETT BEIRUT, LEBANON

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ClientPROCTER & GAMBLE
ProductPERT PLUS SHAMPOO
EntrantLEO 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
Chief Creative Officer:Farid Chehab
Executive Creative Director:Bechara Mouzannar
Creative Director:Ghida Younes
Copywriter:Rana Najjar
Agency Producer:Rayane Smayra
Account Supervisor:Haytham Dayeh/Jad Jureidini/Sara Ezzeddine
Director:Daniel Garcia
Music: Artist/Title:Quantica
Art Director:Areej Mahmoud/Yasmina Baz
Brief Explanation:
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.