Aug
06
Jun
11
McCann Mexico, Leonardo DiCaprio Bring 100+ Women to Tears
Posted in: Uncategorized
Nearly twenty years after its release, Titanic still has the ability to induce some “room is dusty,” “cutting onions” emotions–as proven in a new, not-at-all-sexist campaign from McCann Mexico for cosmetics giant L’Oreal.
The agency gathered 100 women in a movie theater, made them up in L’Oreal waterproof mascara beforehand, and then had them sit through the 195-minute saga starring Kate Winslet and pre-dadbod Leonardo DiCaprio.
The results:
As expected, tears flowed–162 people, according to the video above, shed them.
Despite all that weeping, the ladies’ makeup remained intact as seen in the before and after photos during “The Waterproof Experience.” Now let’s see them make it through a double feature: Sophie’s Choice and Terms of Endearment.
Agency: McCann México
Creative vp: Javi Carro
Creative account group director: Joanna López
Associated creative diretor: Roberto Martínez
Senior Copy Writer: Adria Jáuregui
Art diretor: Myriam Barrios
Account dircetor: Audrey Amselli
Production house: Unidad 59
Film director: David “Leche” Ruiz
Production director: Juan González
Production: Rafael López
Client approval: Delphine Aphecetche
Jun
08
Publicis Indonesia Celebrates ‘Urban Hero’ for Garnier Men
Posted in: UncategorizedPublicis Indonesia launched a new spot promoting L’Oreal Garnier Men featuring actor Joe Taslim (Fast & Furious 6, The Raid Redemption) squaring off in a parkour battle against a motor cyclist played by Pasha of the band Ungu.
For the 60-second spot, entitled “Urban Hero,” Publicis Indonesia teamed up with Seven Sunday Films and director iClaudius. The ad promotes L’Oreal Garnier Men’s face wash as an antidote to damaged skin caused by exposure to sun and pollution with an action-packed parkour sequence. It connects Taslim’s performance with the product, with each championed as an “Urban Hero” for overcoming difficult obstacles. The connection is tenuous at best, provided by voiceover touting the product’s benefits and the winner of the parkour contest receiving the product as a reward, and plays more as a rationale for a spot with Taslim’s star power. The video is hosted on a campaign site, which includes a behind the scenes look at the making of the ad, maps of the race and product info.
“We loved working with Seven SundayFilms — they were professional, organized and nothing was left undone,” said Publicis Indonesia CEO Ben Lightfoot, in a statement. They were a great source for outside experiences and talent, bringing a new and unique understanding of Indonesian advertising while maintaining international quality production.”
Credits:
Client: L’Oreal, Garnier Indonesia
Agency:Publicis Indonesia
Director: iClaudius
DOP: Sven Lippold
Production Company: Seven Sunday Films
Executive Producers: Rodney & Ajeng Vincent
Apr
03
L’Oreal USA Launches Media Review
Posted in: Uncategorized
L’Oreal’s American division, L’Oreal USA, is launching a review of its media business, Adweek reports.
Adweek points to the arrival of Nadine McHugh, senior vice president of omni media, strategic investments and creative solutions, as the likely impetus for the review, and McHugh will reportedly be overseeing the review process. Aside from incumbent UM, who handles TV and print buying (DigitasLBi is responsible for digital buying), it is unclear which agencies have been invited to participate, as well as if L’Oreal USA will be working with a consultant on the review. What is clear is that the review process will take a good deal of time. for L’Oreal USA.
“We anticipate this comprehensive review to take us through the end of the year,” McHugh said, in a statement. “This review is about finding passionate, innovative and collaborative agency partners most attuned to L’Oréal’s culture and consumers and then working together to re-define the future of marketing.”
L’Oreal USA, whose brand roster includes Lancome, Maybelline and Redken, spent around $870 million on media in 2014, according to Kantar Media.
Mar
10
L’Oréal defende que a beleza é para todos
Posted in: UncategorizedDiz a sabedoria popular que a beleza está nos olhos de quem vê, mas também pode estar na forma como protegemos aqueles que amamos, na oportunidade de recomeçar, sentir-se jovem novamente ou ainda nos momentos em que ficamos sem palavras. Todos estes elementos fazem parte de Beauty for All, um manifesto em forma de filme lançado pela L’Oréal.
Com direção de Peter Lindbergh, a marca de cosméticos defende não só que a beleza é para todos, mas também que ela tem o poder de transformar nossas vidas.
Por mais batido que seja o discurso, o filme tem uma execução impecável, com belezas singulares. Tudo ao som da belíssima Nuvole Bianche, de Ludovico Einaudi. Para quem quiser, há legendas em português.
Post originalmente publicado no Brainstorm #9
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Mar
08
L’Oréal – Beauty For All Manifesto
Posted in: UncategorizedDécouvrez le film-manifeste de L’Oréal, « Beauty for All », réalisé par le photographe Peter Lindbergh et rythmé par une bande son de Ludovico Einaudi. A travers des instants de vie universels, il vise à traduire le pouvoir de la beauté sous ses multiples formes et à illustrer la conviction de L’Oréal.
Oct
03
L’Oreal lança aplicativo para o público feminino na Xbox Live
Posted in: Uncategorized
Se o Xbox 360 (e outros consoles) é ideal para se comunicar com caras que jogam “Call of Duty” sem parar, parece que também é um bom lugar para falar com o público feminino.
A L’Oreal lançou um aplicativo destinado às mulheres, com dicas, tutoriais em vídeo, e-commerce, etc. O conteúdo em si não tem nada de diferente, o destaque é mesmo a plataforma.
Segundo a Microsoft, 40% de seus 20 milhões de usuários da Xbox Live nos Estados Unidos são mulheres. Um número surpreendente.
/via
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Post originalmente publicado no Brainstorm #9
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