SHADE

TitleSHADE
BrandPOND'S
Product / ServiceSUN CREAM
CategoryA03. Best Use of Standard Outdoor
EntrantOGILVY BEIJING, CHINA
Entrant Company:OGILVY BEIJING, CHINA
Advertising Agency:OGILVY BEIJING, CHINA

Credits

Credits

Name Company Position
Zhou Ning Ogilvy Beijing Art Director
Nils Andersson Ogilvy Beijing Grope Executive Creative Director
Jacky Lung Ogilvy Beijing Creative Director
Matthew Curry Ogilvy Beijing Copywriter

Results and Effectiveness

Situated in a parking lot outside a popular cosmetics market in the middle of the summer’s hottest month, the piece caused quite a stir throughout the month. Hordes of giggling women gathered to take turns under the overhang to have their picture taken.

Creative Execution

On sunny days, many can be seen carrying umbrellas to shield themselves from the sun. As the piece was constructed from a piece of curved steal, the execution gave them an alternative while clearly showing the product benefit.

Insights, Strategy and the Idea

In Asia, having light skin is every woman’s goal. The market is overflowing with a myriad of skin creams and whiteners. The challenge was to create something memorable and unique in order to cut through the clutter and make a lasting impression.