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February 2005 - Strategy Magazine
Creative

Outstanding new campaigns

by Mary Maddever and Danny Shenkman
page 22

Skin

TAXI Montréal is behind the gorgeous new national Jergens print and transit campaign. It's sexy in a smart way, and delightfully simple.

The sensuous pics and minimal copy likely make folks who've never even considered moisturizer as part of their daily regime, fairly itch to slather some on.

In the three executions, lines of lotion suggest clothing on an otherwise nude woman's body, all serving to spark consideration of that most worn undergarment, your skin. The yummy photography and art direction depict Jergens Extra Care Lotion as a potentially sensual experience.

In addition to magazine and subway ads, the campaign graces Web banners and in-store displays.

client: Heather Carney, brand manager, KAO Brands Canada

(Kao handles Jergens, Curel, Biore, John Frieda, Ban)

CD: Stéphane Charier

copywriter: Patrick Chaubet

ADs: Patrick Chaubet, Maxime Patenaude

account director: Diane Bélanger

print production director: Jacques Latreille

photographer: Bernard Matussière

Secondhand smoke blows

Mmm... street gum. And how about a used toothbrush to go with that?

Aimed at youth, a new Toronto-area campaign out of Gilbert + Davis for The Lung Association compares inhaling secondhand smoke to scooping a nasty old toothbrush out of a gutter and sticking that in your mouth.

The idea was that kids wouldn't chew a wad of used gum so why should they be okay with absorbing secondhand smoke, especially if it was portrayed as an analogy to unpalatable secondhand items?

Research showed teens followed this train of logic, and it enabled them to get past reservations about asking their buds to butt out. G+D creative partner Rick Davis says the gritty comparisons let teens say "secondhand gum" or "secondhand tissue" to get the point across.

Two spots airing on Citytv in February and March, "Toothbrush" and "Gum," show kids picking up the objects in question off the street, and then nonchalantly reusing them. Supers point out: "You wouldn't put a secondhand toothbrush in your mouth. Why put secondhand smoke in your lungs?" There's also a wave of wild postings in Toronto that extend and reinforce the theme. The campaign suggests that kids "ask someone who smokes near you not to," and directs them to secondhandblows.com.

Davis says the campaign is based on a desire to be "non-preachy, non-big-brother in telling you to tell your friends to butt out." Webisodes for the Much Web site shot by the City crew top off the campaign. MM

client: Eileen McAlear, director of marketing and communications, The Lung Association

CD/CW: Rick Davis

AD: Benson Ngo

account director: Joanne Riley

prodco: Shetoco Films

director: Rick Maden

editing: Third Floor Editing,

Jordan Krug/Richard Unruh

Music: rmw

Chum/City webisodes: Daniel Brainin,

director of commercial production

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