THE LIFE SAVER T-SHIRT by Saatchi & Saatchi Mexico for Olay

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THE LIFE SAVER T-SHIRT

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Industry Skin Care, Against Cancer
Media Film
Market Mexico
Agency Saatchi & Saatchi Mexico
Creative Director Carlos Brambila
Art Director Ricardo García, Priscila Trevilla
Producer Jorge Guillen
Account Supervisor María Laura León
Released June 2012

Awards

Cannes Lions 2012
Media Lions Best Use of Digital Media Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Digital Media
Advertiser: PROCTER & GAMBLE
Product/Service: OLAY / BREAST CANCER AWARENESS
Agency: SAATCHI & SAATCHI MEXICO, MEXICO
Advertiser PROCTER & GAMBLE
Product OLAY / BREAST CANCER AWARENESS
Entrant SAATCHI & SAATCHI MEXICO, MEXICO
Type of Entry: Use of Media
Category: Best Use of Digital Media
Title: THE LIFE SAVER T-SHIRT
Advertiser/Client: PROCTER & GAMBLE
Product/Service: OLAY / BREAST CANCER AWARENESS
Entrant Company: SAATCHI & SAATCHI MEXICO, MEXICO
DM/Advertising Agency: SAATCHI & SAATCHI MEXICO, MEXICO

Vice President/Creative Director: Luis Elizalde (Saatchi & Saatchi)
Creative Director: Carlos Brambila (Saatchi & Saatchi)
Art Director: Ricardo García (Saatchi & Saatchi)
Art Director: Priscila Trevilla (Saatchi & Saatchi)
Producer: Jorge Guillen (Saatchi & Saatchi)
Account Supervisor: Maria Leon (Saatchi & Saatchi)
Account Manager: Teresa Sordo (Saatchi & Saatchi)
Marketing Manager: Juan Aramburo (Procter & Gamble)



Results


We gave away 10,000 t-shirts and, in just 2 months 200,000 women did this breast self-exam on the microsite. More than 10,000 pictures taken at the website where shared in Facebook profiles. The brand profile in Facebook duplicated number of fans making Olay th page with most fans in the category.



Creative Execution


We gave away a t-shirt on the streets with a QR code in it. The QR code launched a tutorial of "How to make a breast self-exam". In a country where women have big taboos on asking and performing breast self-exams, this was perfect. Women could learn the tutorial in the privacy of their own homes. Without asking anyone.




1- Olay wanted to reach out to the women of Mexico and let them know that early detection of cancer saves lives. At the same time, raise awareness that Olay is a brand that cares about the future and wellbeing of Mexican women, through the breast cancer prevention campaign.
2. For Mexican women the subject of breast self-examination is taboo, and even though there are many breast cancer campaigns, women still did not feel that this disease could happen to them.
3. The insight was “I don’t know how to perform a breast self-examination and I am ashamed to asked.” So we decided to make this idea: a private online tutorial to save lives.
4. Since the brand (QR Code) is the one that activates the augmented reality experience in the site, the link was very clear: Olay cared for all women.