Braun Design & Branding HAIRMOTICONS by Proximity Germany

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Industry Hair Care
Media Design & Branding
Market Germany
Agency Proximity Germany
Art Director Stephan Eichler, Philipp Alings
Copywriter Christopher Fink
Editor Florian Alt, Markus Jäschke
Released January 2011

Credits & Description

Category: Advertising Typography
Advertiser: BRAUN
Date of First Appearance: Jan 29 2011
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer/Creative Director: Christian Mommertz (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Art Director: Stephan Eichler (BBDO Proximity)
Art Director: Philipp Alings (BBDO Proximity)
Copywriter: Christopher Fink (BBDO Proximity)
Head of TV: Steffen Gentis (BBDO Proximity)
Global Group Account Director: Phoebe Moll (BBDO Proximity)
Editor: Florian Alt (VCC Perfect Pictures)
Editor: Markus Jäschke (VCC Perfect Pictures)
Composer: Leroy Anderson
Publishing Company: (EMI Music Publishing Germany)
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Media placement: Print Ad "Happy" - Mainpost - 28.12.2010
Media placement: Print Ad "Sulky" - Mainpost - 28.12.2010
Media placement: Print Ad "Lazy" - Mainpost - 28.12.2010
Media placement: TVC - Tele 5 - 29.01.2011
Describe the brief from the client
Currently, the penetration of straighteners is only around 30%. Find a way to overcome the 2 myths preventing category growth: Fear that all straighteners will damage their hair and the belief that straighteners can really only do one thing – straighten – which is quite limiting when it comes to today’s range of modern styles, and make her rethink that Braun is a trusted brand, but not on the cutting edge of beauty.
Describe the challenges and key objectives
We want to engage women in a modern conversation about style – inviting consumers to “play” with us and explore all the sides of their femininity.
Describe how you arrived at the final design
The brand Braun is all about design and the power of reduction. Therefore we chose emoticons – the equivalent of the most reduced way to communicate moods and emotions in modern communication – and added just one thing these faces were missing: the haircut.
Give some indication of how successful the outcome was in the market
It’s not only that since launch of the Hair Emoticons the interest for the Braun Multistyler has increased – especially online – but various blogs and online media like reported about the Hair Emoticons. And – as a welcome side effect – the optional use of the Hair Emoticons in e-mails, tweets and SMS.