Copy: Too pretty to hide
To generate awareness for BRAUN Silk-epil Epilators (which give a women silky smooth legs for 4 weeks), helium balloons were tied to a model's skirt, leaving only her legs exposed as she walked around a mall. While the branding seems a bit hard to see (on the balloons), I'm sure this definitely got a ton of heads turning. Sure, it's a little weird and kind of eery looking, but quite engaging, entertaining and, apparently, effective. Traffic to the store increased around 25%. Interesting and out-there thinking by Agency: BBDO Duesseldorf.
AD: Joni Caparas, Patrick Hahne
CW: Elias Kouloures
BRAUN
Written by Littlejohn on Tuesday, June 12, 2007
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19 comments:
Very interesting!
It certainly caught everybody's attention!
Wow, what a waste. But it will win some sort of award. That will convince the agency it was good. Too bad no one who saw it had any idea what it was selling.
Walter Graff
BlueSky Media Production Group, Inc.
Market Hill Media, Inc.
Hellgate Pictures, Inc.
walter@bluesky-web.com
www.bluesky-web.com
www.film-and-video.com
Nice, but I wonder: how did she not run into things?
The garment was very thin, because otherwise the balloons couldn't lift it. That's why she walks so slowly.
It really was fun, documentating it. Especially the old men, who wanted to take her home...
Sorry, we had to pull the video from YouTube and put it here:
http://www.bbdo.de/de/home/news/2007/bbdo_duesseldorf_zeigt.html
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