5 - 7 March 2017
festival dates
8 March 2017
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20 October 2016
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24 November 2016
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STOP THE SUFFERING

Gold

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ClientPROCTER & GAMBLE
ProductPERT PLUS SHAMPOO
EntrantLEO BURNETT BEIRUT, LEBANON
Type of EntryTV/Cinema
CategoryCosmetics & Beauty, Toiletries & OTC Pharmacy
TitleSTOP THE SUFFERING
Product/ServicePERT PLUS SHAMPOO
Entrant Company:LEO BURNETT BEIRUT, LEBANON
Advertising Agency:LEO BURNETT BEIRUT, LEBANON
Production Company:BENT IMAGE LAB Portland, USA

Credits

Chief Creative OfficerFarid Chehab
Executive Creative DirectorBechara Mouzannar
Creative DirectorGhida Younes
CopywriterRana Najjar
Agency ProducerRayane Smayra
Account SupervisorHaytham Dayeh/Jad Jureidini/Sara Ezzeddine
DirectorDaniel Garcia
Music Artist/TitleQuantica
Art DirectorAreej 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.