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October 2006 - Strategy Magazine
Creative

Reversa invites boomer women to have fun with younger men

by Annette Bourdeau
page 25

Side effects like these are hard to ignore.

Usually, potential complications are the bit you want to hide in two-point font or gloss over with a highly caffeinated speed-reader. Which is why the latest campaign for anti-aging skincare brand Reversa (owned by Montreal-based Dermtek Pharmaceuticals) is so darn clever. It centres on a sultry microsite seemoresideeffects.ca that illustrates some potential "side effects" of using the product. Specifically, handsome young studs performing tasks like pastry making and car washing.

"We wanted to tell a story and add an emotional appeal," says Stéphane Charier, VP/CD at Taxi Montreal. "We had a limited budget, so we had to find a way to get everyone talking about it."

A print ad featuring a well-kept boomer woman sitting on a couch with a buff, nude young man will run in October and November issues of women's mags like Chatelaine and Wish, and drives consumers to the microsite where "you can learn about the product in a fun way," says Charier. This "fun" includes watching a very chiseled young plumber take a bubble bath, replete with rubber ducky play.

The campaign also includes a contest element with eBay. Reversa products will be auctioned off, with the highest bidders also getting a weekend of pampering with a "personable younger man."

client: Robert Lavoie, president/CEO,

Dermtek Pharmaceuticals

agency: Taxi Montreal

VP/CD: Stéphane Charier

copywriters: Elyse Noël de Tilly, Brian Gill

ADs: Roberto Baibich, Patrick Chaubet

strategic planning director: Anne-Marie Leclair

account services: Audrey Lefebvre

photographers: Leda & St. Jacques

print producer: Hélène Joannette

Mac artist: Frédéric Simard

Interactive/design CD: Dominique Trudeau

interactive producer: Jessica Manchester

interactive planner: Elana Gorbatyuk

web production: Mecano

video production: La Fabrique d'images

director: Étienne Tallard

broadcast producer: Émilie Trudeau-Rabinowicz

sound production: Audio Z

music: Apollo

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