THE CONCEALER POWDER by Acw Grey Tel-Aviv

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THE CONCEALER POWDER

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Industry Against violence
Media Promo & PR, Case study
Market Israel
Agency Acw Grey Tel-Aviv
Executive Creative Director Yonatan Stirin
Creative Director Shani Gershi, Moti Rubinstein, Tal Riven
Art Director Karin Gross
Copywriter Yael Koren
Account Supervisor Shiri Shiffer
Released October 2009

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: N.O. ORGANISATION
Product/Service: DOMESTIC VIOLENCE AWARENESS
Agency: ACW GREY
Date of First Appearance: Oct 23 2009 12:00AM
Entrant Company: ACW GREY , Tel Aviv, ISRAEL
Executive Creative Director: Yonatan Stirin (ACW Grey)
Creative Director: Shani Gershi (ACW Grey)
Creative Director: Moti Rubinstein (ACW Grey)
Creative Director: Tal Riven (ACW Grey)
Copywriter: Yael Koren (ACW Grey)
Art Director: Karin Gross (ACW Grey)
Account Manager: Dani Brande (ACW Grey)
Account Supervisor: Shiri Shiffer (ACW Grey)
Agency Producer: Hezi Cohen (ACW Grey)
Media placement: Hidden Insert Within A Product - Il Makiage Cosmetic Chain Stores - 23/10/2009

Results and Effectiveness
The guerrilla concealer powder received free coverage in Israel’s daily newspapers and women’s magazines, exposing our message and hotline number to 950,000 people, 25% of all adults in Israel! An ancient Hebrew saying claims that “whoever saves one life, saves the entire world”, so if we helped to save even one woman from violence, we accomplished our mission.

Creative Execution
We cooperated with the largest cosmetic chain in Israel, and inserted a hidden message into a line of 6,000 concealer powders, which were sold in dozens at the chain’s stores. A woman who bought a concealer powder could not know that there’s a message inside it, but at home, when she first opened the concealer powder, she found the message: “Enough concealing, end the violence cycle”, along with the helpline number.

Insights, Strategy & the Idea
Our Mission: To raise awareness among women who suffer from domestic violence to the help line of N.O. – an organisation that fights domestic violence and gives shelter to women and their children. The Challenge: Women who suffer domestic violence feel exposed and vulnerable, and rarely seek help (not to mention calling the police), and women’s shelters can’t easily be found. The challenge was to reach them, with minimum resources, at the most relevant time and place. Insight: Women who suffer violence use concealer powder not just as makeup but as a means to conceal their bruises. Makeup time is an intimate moment when every woman is by herself, and we saw it as the most relevant time and place for our message.