AIRNESS ATTRACTION DAY by BETC Euro Rscg Paris for L'Oreal

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AIRNESS ATTRACTION DAY

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Industry Perfumes, Business equipment & services, Corporate Image
Media Design & Branding
Market France
Agency BETC Euro Rscg Paris
Director Marc Fouchard
Creative Director Vincent Vella
Art Director David Tamayo
Copywriter Pierre Duquesnoy
Released August 2009

Credits & Description

Category: Digital Design – Websites & Online Advertising
Advertiser: AIRNESS
Product/Service: DEODORANT/PERFUME
Agency: BETC 4D EURO RSCG
Date of First Appearance: Aug 17 2009 12:00AM
Entrant Company: BETC 4D EURO RSCG, Paris, FRANCE
Entry URL: http://readyforawards.com/airnessattractionday/en/
Creative Director: Vincent Vella (BETC 4D EURORSCG)
Art Director: David Tamayo (BETC 4D EURORSCG)
Copywriter: Pierre Duquesnoy (BETC 4D EURORSCG)
Managing Director: Philippe Matine (BETC 4D EURORSCG)
TV Producer: Sandy Semelin (BETC 4D EURORSCG)
Director: Marc Fouchard
Developers/Motion Designers: (Les 84)
Illustrator: (5' In The Morning)
Sound Designer: (Head Sign)
Media placement: Website - Internet - 17 august 2009

Describe the challenges and key objectives
Capture the attention of a very requested target group with something really exciting: the perfect mix of action/performance (deorodant) and seduction/sexiness (perfume).

Describe the brief from the client
Create awareness around “Airness Attraction” on our main target - young men - and play with the characteristic of the product (it is both a perfume and a deodorant).

Describe how you arrived at the final design
For this reason, the agency has produced a role play, cleverly combining videos, illustrations, motion design and interactive sequences to offer the net user the chance to win a trip to Los Angeles.

Give some indication of how successful the outcome was in the market
Today Airness has decided to promote its products primarily through the Internet, and has completely changed its mix-media (focusing on digital versus traditional media).