PERT PLUS SHAMPOO: STOP THE SUFFERING

	View online or Subscribe now
Released:	March 2009
Advertiser:	Procter&Gamble
Agency:	Leo Burnett Beirut
Country:	Ливан
Category:	Cosmetics & beauty products
Awards:	Dubai Lynx 2009 Integrated Silver
Tags:	Award show winner

Credits:

Advertiser/Client: PROCTER & GAMBLE
Product/Service: PERT PLUS/SHAMPOO
Advertising Agency: LEO BURNETT BEIRUT
Country: LEBANON

Credit Details:
Name Position Company
Bechara Mouzannar Regional Executive Creative Director Leo Burnett Beirut
Chermine Assadian Creative Director Leo Burnett Beirut
Ghida Younes Creative Director Leo Burnett Beirut
Areej Mahmoud Art Director Leo Burnett Beirut
Yasmina Baz Art Director Leo Burnett Beirut
Rayane Smayra Producer Leo Burnett Beirut
Rana Najjar Copywriter Leo Burnett Beirut
Amin Kurani Copywriter Leo Burnett Beirut
Haytham Dayeh Regional Account Director Leo Burnett Beirut
Jad Jureidini Account Executive Leo Burnett Beirut
Sarah Ezzeddine Account Director Leo Burnett Beirut
Daniel Garcia Director Bent Image Lab

Description:
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.

Launch And Execution:
The campaign included (i) TV (ii) Website (iii) Internet Banners (iv) Cinema Branding (v) bathroom advertising and (vi) Cinema. The channel mix is summarized below.