Category: Best Localised Campaign
Advertiser: CARREFOUR
Product/Service: LES COSMÉTIQUES SUN CREAM
Agency: SAATCHI & SAATCHI
Executive Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Alessandro Orlandi (Saatchi & Saatchi)
Copywriter: Luca Lorenzini (Saatchi & Saatchi)
Art Director: Luca Pannese (Saatchi & Saatchi)
Art Director: Alessandro Orlandi (Saatchi & Saatchi)
Supporting Creative Team: Giulio Frittaion (Saatchi & Saatchi)
Supporting Creative Team: James Dominique Barranger (Saatchi & Saatchi)
Supporting Creative Team: Silvia Capuana (Saatchi & Saatchi)
Account Manager: Daniela Di Michele (Saatchi & Saatchi)
Account Manager: Sandro Amabili (Saatchi & Saatchi)
Media placement: Ambient Media - Milan City Parks - 16 June 2011
Insights, Strategy & the Idea
The Les Cosmetiques sun cream has no reason to envy the other sun creams. On the contrary, the other sun creams have reason to envy our product: its price.
To demonstrate on the field that despite its reasonable price the Les Cosmetiques sun cream is really effective, we decided to go where Milan citizens first come into contact with the sun every summer: their city parks. This because Carrefour wanted to increase Les Cosmetiques sun cream awareness among Milanese people before they go on holiday to the seaside and really need it.
Creative Execution
We asked for the help of some of summer’s main protagonists. The ones who on the beach, at the pool or in the park attract the attention of all those present: THE SUNBURNT.
Thanks to a media concept that was also a product demo at the same time, we wrote catchy headlines on the skin of our heroes’ backs. Every time THE SUNBURNT appeared in a park they became the main source of conversation (and amusement) for those present.
Results and Effectiveness
Les Cosmetiques sun cream product awareness increased notably among Milanese people, as well as its sales that rose by 26% in Carrefour supermarkets in and around Milan.