Garnier Case study ANTI - AGE by Publicis Brussels

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ANTI - AGE

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Industry Skin Care
Media Case study
Market Belgium
Agency Publicis Brussels
Creative Director Paul Servaes, Alain Janssens
Editor Alexis Van Calster
Released July 2010

Credits & Description

Category: Best Use of Audio
Advertiser: GARNIER
Product/Service: GARNIER ULTRALIFT PRO RETINOL
Agency: PUBLICIS BRUSSELS
Date of First Appearance: Jul 23 2010
Entrant Company: PUBLICIS BRUSSELS, BELGIUM
Art Direction: Sophie Norman (Publicis)
Copywriting: Nathalie Delchambre (Publicis)
Creative Director: Paul Servaes (Publicis)
Creative Director: Alain Janssens (Publicis)
Account Director: Julie Lamoureux (Publicis)
Account Manager: Florence Collignon (Publicis)
Art Buyer: Laurence Maes (Publicis)
Graphic Design: Sarah Gabriël (Publicis)
TV producer: Martine Lévy-Lambrechts (Alexisfilms)
Editor: Alexis Van Calster (Alexisfilms)
Production: Filip Vangeffelen (Made in Brussels)
Post-Production: Katrien Van den Brande (Condor Digital International)
Auditorium: Kris Debusschere (Whar Music)
Auditorium: Ben Pirson (Whar Music)
Auditorium: Alain Guillaume (Whar Music)
Media placement: Radio Campaign - BEL-RTL & Nostagie - 23/07/2010

Insights, Strategy & the Idea
The aim was to increase the awareness of Garnier Ultralift, an anti-wrinkles cream to women aged 45+.
In an enormously competitive marketplace, how to make women feel that with Ultralift they can reverse the effects of time on their skin?
We created a radio commercial break that made women go back in time, giving them the sense of returning to their youth.
A TV commercial supported the campaign, representing the ‘Inverse Time’-effect by showing commercials that were broadcast ten years ago. We thus illustrated the product’s effect: Garnier Ultralift can turn back in time.

Creative Execution
On the 23rd of July 2010, we broadcast a commercial break featuring original spots dating from bygone days like a spot for a bank that no longer exists, for videotape and for a long-gone car model with its price in, Pre-Euro, Belgian francs. With the message at the end “Did you just get a few years younger? That’s normal with Garnier Ultralift

Results and Effectiveness
The awareness of Garnier Ultralift attained for the first time more than 50%.