Advertiser: L'OREAL
Agency: McCANN ERICKSON MADRID
Category: Ambient Media: large scale
Advertising campaign: MIRRORS
Agengy Producer: Begoña Ruíz (McCann Madrid)
Chief Creative Officer: Mónica Moro (McCann Madrid)
Art Director: Natalia García (McCann Madrid)
Executive Creative Directors: Raquel Martínez (McCann Madrid)
Executive Producer: Adolfo Díaz
Technical Director: Enrique Moreno (McCann Madrid)
Creative Programmer: Fernando García (McCann Madrid)
Executive Creative Directors: Jon Lavin (McCann Madrid)
Director: Rebeca Díaz
Creative Director/Copywriter: Victoria Reig (McCann Madrid)
Client Brief Or Objective
A specific online action has been made for the 40th anniversary of “because you are worth it”, celebrating the occasion with the consumers, making them much nearer to the brand being part of its essence. Because all women are worth it.The action consists of giving a huge surprise to three real women with hidden cameras through the mirror. Three tributes to three women, about their families and closest friends.The most intimate tribute that has never been made to a woman, through a mirror. An exciting and moving action shared via internet with millions of women.
Implementation
For the 40th anniversary of the slogan, Because you’re worth it, we developed an action online.It was planned to make the slogan relevant for the consumer, so that it gets coverage and repercussion in mass media. An emotional communication, paying tribute to all those women who, anonymously, are also worth it.Three ordinary women who respond to the BIWI values, and with whom millions of others can feel identified were chosen.We put a retrospective of their lives together in a video with messages of courage, engagement, strength. All this around a MIRROR,that look back at them and tell them “You’re worth it”
Execution
The strength of this campaign relys on its truth. The honesty with which it is transmitted gets to the consumers and gives the communication its authentic emotion. L’Oreal values are enhanced by honoring all the real women out in the world, and the connection between the brand and its consumers strengthens
Outcome
Results:In 2 weeks more than 1.5m viewings on YouTube.Trending Topic on Twitter.The worthiest positive action in the consumer qualitative panel.