BLURRED EYES - OLD by Publicis Sao Paulo for L'Officiel III

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BLURRED EYES - OLD

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Industry Cosmetics & beauty products
Media Print, Magazine & Newspaper
Market Brazil
Agency Publicis Sao Paulo
Creative Director Hugo Rodrigues, Kevin Zung
Art Director Eduardo Pastor
Copywriter Ana Cavalcanti E Guilherme Nesti
Producer Rita Carolina Vilarim, Thiago Loureiro, Emerson Russo
Illustrator Leo Dolfini
Released June 2012

Awards

Cannes Lions 2012
Design Lions Illustration Bronze

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Illustration
Advertiser: L'OFFICIEL III
Product/Service: BEAUTY SALON
Agency: PUBLICIS BRASIL São Paulo, BRAZIL
Advertiser L'OFFICIEL III
Product BEAUTY SALON
Entrant PUBLICIS BRASIL São Paulo, BRAZIL
3 of 3 Campaign
Type of Entry: Graphic Design & Design Crafts
Category: Illustration
Title: BLURRED EYES - BIRTHDAY
Advertiser/Client: L'OFFICIEL III
Product/Service: BEAUTY SALON
Entrant Company: PUBLICIS BRASIL São Paulo, BRAZIL
DM/Advertising Agency: PUBLICIS BRASIL São Paulo, BRAZIL

Chief Operating Officer/Chief Creative Officer: Hugo Rodrigues (Publicis Brasil)
Creative Director: Hugo Rodrigues (Publicis Brasil)
Creative Director: Kevin Zung (Publicis Brasil)
Art Director: Eduardo Pastor (Publicis Brasil)
Copywriter: Guilherme Nesti (Publicis Brasil)
Account Director: Gleidys Salvanha (Publicis Brasil)
Art Buyer: Selma Momosse (Publicis Brasil)
Illustrator: Leo Dolfini (Leo Dolfini Estúdio)
Producer: Rita Vilarim (Publicis Brasil)
Producer: Thiago Loureiro (Publicis Brasil)
Producer: Emerson Russo (Publicis Brasil)
Planner: Thiago Delfino (Publicis Brasil)
Post Production: Burti Hd (Burti Hd)

Brief Explanation
São Paulo is one of the biggest cities of the world. And, like every big city, everyone is always busy, always in a rush. We needed to show our target audience that they can trust L'Officiel to take care of such an important issue as their beauty. L'Officiel is a solution to them.

Describe the brief from the client
L'Officiel Beauty Salon is a well-known hairdresser in São Paulo - Brazil. Its target audience are women that, besides work, are always concerned about their looks. Our goal was to show that L'Officiel has as much expertise in the field of make-up as they do in hairdressing. Not to mention the over-promising effect. People don't believe in cosmetic advertisement - including beauty salon ads.




Describe the creative solution to the brief/objective.



Make-up is a fragile thing. It can be ruined easily, by emotions, stress and lots of other factors. So, our statement was: "Getting your make-up on is not as easy as getting it off". The illustration arts bring blurred make-up that ends up writing a reason that can destroy a woman's make-up. And since the ad was literally made with make-up, we showed L'Officiel's expertise in make-up in a practical way. And that the salon can be a solution to our target with this kind of problem.




Describe the results in as much detail as possible.



During the period of the project, the number of clients requesting make-up increased by 650% in all L'Officiel salons and their client database increased by 5 times.