HAIRMOTICONS by Proximity Germany for Braun

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HAIRMOTICONS

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Industry Hair Care
Media Design & Branding
Market Germany
Agency Proximity Germany
Creative Director Christian Mommertz, Wolfgang Schneider
Art Director Christopher Fink, Stephan Eichler, Thomas Satori, Sebastian Steinhoff
Released December 2010

Awards

One Show 2011
One Show Design Outdoor Design / Campaign Silver

Credits & Description

Category: Posters
Advertiser: BRAUN
Product/Service: HAIR STRAIGHTENERS
Agency: BBDO PROXIMITY
Date of First Appearance: Dec 17 2010
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Creative Director: Christian Mommertz (BBDO Proximity)
Creative Director: Wolfgang Schneider (BBDO Germany)
Art Director: Christopher Fink (BBDO Proximity)
Art Director: Stephan Eichler (BBDO Proximity)
Art Director: Sebastian Steinhoff (BBDO Proximity)
Art Director: Thomas Satori (BBDO Proximity)
Group Account Director: Phoebe Moll (BBDO Proximity)
Media placement: Outdoord Billboard - Airport Cologne - 17.12.2010
Describe the brief from the client
Create awareness that the Braun Multistyler is not only a product that straightens hair, but creates limitless styles. The task was to engage women in a modern conversation about style.
Describe the challenges and key objectives
Find a way to overcome the one thing preventing women from purchasing a hair straightener: the belief that straighteners only do one thing – straighten. The objective was to engage a young, internet-savvy target audience by inviting them to explore hair styling possibilities.
Describe how you arrived at the final design
Emoticons are an established form of communication. In a very simple way they convey mood and emotion. But most emoticons only represent facial expressions – not anymore. We added the one thing these faces were missing: the haircut. The idea of ‘Hairmoticons’ was born. Now personal moods correspond with individual hairstyles – like in real life.
Give some indication of how successful the outcome was in the market
After launching ‘Hairmoticons,’ interest in the Braun Multistyler exceeded all expectations. Various blogs and online media, like horizont.net reported about ‘Hairmoticons’. But what was most impressive was how young women embraced Braun’s new form of communication. ‘Hairmoticons’ started to be used in e-mails, tweets and SMS around the world. Within days, we had changed the way women expressed their mood and style.