Title | SHADE |
Brand | POND'S |
Product / Service | SUN CREAM |
Category | A03. Best Use of Standard Outdoor |
Entrant | OGILVY BEIJING, CHINA |
Entrant Company: | OGILVY BEIJING, CHINA |
Advertising Agency: | OGILVY BEIJING, CHINA |
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 |
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.
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.
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.