POP ART by J. Walter Thompson Sao Paulo for Sunsilk

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POP ART

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Industry Cosmetics & beauty products, Shampoos
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Fernandez David, Roberto Rezende
Creative Director Andre Gustavo Soares
Art Director Brunno Cortez
Copywriter Bruno Dias
Photographer Fernando Capuano
Account Supervisor Bruna Bechelli, Jagdip Baksh, Matt Drury, Renata Buess
Released April 2012

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: UNILEVER
Product/Service: SUNSILK
Agency: JWT BRAZIL
Executive Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Creative Director: Gustavo Soares (JWT)
Copywriter: Bruno Dias (JWT)
Art Director | Illustration: Tomas Soares (JWT)
Art Director: Brunno Cortez (JWT)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Fafa Oliveira (JWT)
Account Supervisor: Jagdip Baksh (JWT)
Account Supervisor: Matt Drury (JWT)
Account Supervisor: Bruna Bechelli (JWT)
Account Supervisor: Renata Buess (JWT)
Graphic Producer: Flavio Schaefer (JWT)
Producer: Ma7 Filmes (MA7 Filmes)
Photographer: Fernando Capuano
Sound Producer: Tentáculo Audio (Tentáculo Audio)
Media placement: Ambient - Carrefour Supermarket - 22 April 2012

Describe the objective of the promotion.
Sunsilk is the leading hair care brand in Brazil and was losing market share to imported brands. So they asked us to reinforce the global image of the brand and show that Sunsilk is an international brand as well, known in several countries and co-created by experts from all over the world. Our challenge was to make consumers change their minds when buying imported hair care products.

Describe how the promotion developed from concept to implementation.
We needed to find the right place to reach our consumers. No better place to do that than the point-of-purchase. And when we first went to the supermarkets, we noticed that the hair care brands are mixed at the shelves, in a disordered and horrible way. As Sunsilk has 14 different pack colors, we thought about re-arranging the shelves in a way they would transmit the message that Sunsilk wanted. So we made art. And if we are at a point-of-purchase, it's not just art. It's P.O.P Art. That's how it was born.

Explain why the method of promotion was most relevant to the product or service.
When people go to the supermarket, they already know what to buy: they go to the shelves, get the product and put into the shopping cart. That's why they don't notice how messy the shelves are or how the products are displayed. Once we organized the packs in the shelves to create Sunsilk POP Art, the ambient instantly changed. People could now see that everything else in the shelves besides Sunsilk were disorganized, disarranged and ugly. POP Art turned the buying experience more pleasant to consumers. And made totally sense when they understood that Sunsilk is an international brand.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Sunsilk sales increased approximately 10% in the supermarkets where the action took place. Thousand of consumers were reached at the precise moment of the purchase. Hundreds choose to buy Sunsilk. The global image of the brand was reinforced. Sunsilk remains Brazilian women's top of mind choice and the only brand that keeps their hair expert touched.