THE ANTI DANDRUFF CALENDAR by MullenLowe SSP3 Bogota for Clear

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THE ANTI DANDRUFF CALENDAR

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Industry Cosmetics & beauty products, Shampoos
Media Design & Branding
Market Colombia
Agency MullenLowe SSP3 Bogota
Executive Creative Director Alejandro Benavides
Creative Director Jaime Duque, Rafael Barthaburu, Victor Osorio
Art Director Jaime Duque, Carlos Andres Rodriguez, Diego Alejandro Plata, Juan Carlos Romero
Copywriter Carlos Camacho Martinez
Released January 2012

Credits & Description

Category: Calendars
Advertiser: UNILIVER
Product/Service: CLEAR DANDRUFF SHAMPOO
Agency: LOWE-SSP3
Chief Creative Officer: Jose Miguel Sokoloff (Lowe/SSP3)
Executive Creative Director: Alejandro Benavides (Lowe/SSP3)
Creative Director: Jaime Duque (Lowe/SSP3)
Copywriter: Carlos Camacho (Lowe/SSP3)
Art Director: Carlos Andres Rodriguez (Lowe/SSP3)
Art Director: Diego Plata (Lowe/SSP3)
Account Executive: Patricia Davila (Lowe/SSP3)
Account Executive: Nicole Van Hissenhoven (Lowe/SSP3)
Art Director: Juan Romero (Lowe/SSP3)
Media placement: CALENDAR - BARBER SHOPS, BEAUTY SALONS, HAIRDRASSINGS - 1 JANUARY 2012
Describe the brief from the client
Communicate the brand’s anti-dandruff effectiveness.
Describe the challenges and key objectives
The brand’s objective was to highlight its antidandruff benefits and effectiveness in order to gain market share and approach to the category leader (H&S).
Describe how you arrived at the final design
The brands actual slogan is ‘365 days without dandruff’; therefore the idea to create a calendar in which each day of each month could be removed was born. Thus throughout the year, this piece could support the brands promise: 365 days without dandruff.
Give some indication of how successful the outcome was in the market
The calendar is hung on walls of barbershops, beauty salons and hairdressers delivering each day and month of 2012 the brand´s promise: its effectiveness on removing dandruff.