| Title | ESCALATOR COMB |
| Brand | PROCTER & GAMBLE |
| Product / Service | REJOICE SHAMPOO |
| Category | A05. Best Use of Ambient Media: Large |
| Entrant | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Entrant Company: | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Advertising Agency: | LEO BURNETT MANILA Makati City, THE PHILIPPINES |
| Media Agency: | STARCOM MEDIAVEST GROUP PHILIPPINES Makati City, THE PHILIPPINES |
Credits | |
| Name | Company | Position |
|---|---|---|
| Raoul S/Panes | Leo Burnett Manila | Executive Creative Director |
| Dingdong Baes | Leo Burnett Manila | Creative Director |
| Raoul S. Panes | Leo Burnett Manila | Copywriter |
| Dingdong Baes | Leo Burnett Manila | Art Director |
| Gello Jamias | Leo Burnett Manila | Print Producer |
| Benjie Puno | Leo Burnett Manila | Print Producer |
| Jet Darisan | Leo Burnett Manila | Associate Account Director |
| Roan Ebrahim | Leo Burnett Manila | Account Manager |
| Jess Geli | Leo Burnett Manila | Account Executive |
In the Philippines, malls are the parks of the average Filipino. With strategic placement in busy malls of downtown Manila, an estimated 100,000 people per mall were exposed to the stickers everyday. Total cost was just under USD2,000. This netted superior cost-effectiveness and increased top-of-mind awareness for Rejoice.
Rejoice comb stickers were strategically placed at the base of escalators in malls. The escalator's grooves seemingly looked like hair strands that glided through the comb's teeth.
To communicate Rejoice's promise of extra smooth hair to consumers in a cost-effective way. Rejoice targets women, ages 21 to 30 from broad C to D income class. They are young mothers transitioning between single and married life. Despite their busy routine, they make time to beautify themselves.