Garnier Case study ANTI - AGE by Publicis Brussels

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

Credits & Description

Category: Best Use of Print
Advertiser: GARNIER
Date of First Appearance: Jun 10 2010
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: Print Campaign - Femmes D'Aujourd'hui - 10/06/2010

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 proposed to mount a reverse magazine to Femmes d’Aujourd’hui: a popular Belgian women’s magazine. A TV and radio 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 10th of June 2010, a special edition of Femmes d’Aujourd’hui was mounted back to front. The pages of the magazine were reversed in order to illustrate the inversion of time and the anti-wrinkles effects of the product 140,000 copies were printed back to front.

Results and Effectiveness
This action was a first, never seen in Belgium or in Europe. It caused hundreds of reactions: enthusiastic letters to the editor, e-mails written back to front and even popping-up as a collector’s item on ebay!