Advertiser: L'OREAL
Agency: McCANN ERICKSON MADRID
Category: Corporate Image & Information
Advertising campaign: MIRRORS
Production Company: (Brother's Films)
Executive Producer: Adolfo Díaz
Agengy Producer: Begoña Ruíz (McCann Madrid)
Art Director: Natalia García (McCann Madrid)
Executive Creative Directors: Raquel Martínez (McCann Madrid)
Executive Creative Directors: Jon Lavin (McCann Madrid)
Technical Director: Enrique Moreno (McCann Madrid)
Chief Creative Officer: Mónica Moro (McCann Madrid)
Director: Rebeca Díaz
Creative Programmer: Fernando García (McCann Madrid)
Creative Director/Copywriter: Victoria Reig (McCann Madrid)
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.
Execution
The strength of this campaign relies 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
Client Brief Or Objective
The objective of the campaign is to reinforce the brand’s claim, Because you’re worth it, for the celebration of its 40th anniversary. We wanted to remind the value of the claim to the consumers through an emotional communication, so the bond between the brand and the consumer strengthens.
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”