Leo Burnett Beirut in Lebanon is winning award after award for their “Stop the Suffering” promoting Pert Plus, P&G’s new hair-fall control shampoo. The creative team had the challenge of creating a campaign that would stand out among a young audience. The key was the question, “How does it feel when you lose your hair?”
The TV/cinema advertisement shows hairs falling from a woman’s head as she brushes in the bathroom. Dramatic music emphasizes the suffering experienced by these hairs as they are swept down the sink hole and collapse on the floor.
Click on the image below to play the video in YouTube (HD)
Transparent waterproof stickers were placed in bathrooms in universities, malls, theaters, restaurants, cafes and pubs. The stickers simulated a hair reaching out of the drain reaching out from the drain, struggling to avoid being flushed in by water. Part of the hair was treated to stay loose and unstuck to the surface enhancing the drama as it wobbled with the flowing water. The sticker was the talk of the town and a subject of conversation when people came back from the bathroom to their tables, “Did you see the fallen hair for Pert Plus in the sink?”
The Pert Plus Arabia site includes the video, a memorial to lost hairs, wallpapers, ring tones, and a counter showing the number of hairs that have fallen since the page was opened.
The Stop the Suffering campaign was developed at Leo Burnett Beirut, Lebanon, by creative directors Bechara Mouzannar, Ghida Younes, art directors Areej Mahmoud, Yasmina Baz, copywriter Rana Najjar, account director Jad Jureidini, account executive Sarah Ezzeddine, regional account director Haytham Dayeh.
The campaign won the Film Grand Prix and a Film Gold at the MENA Cristal Awards in January 2009 and a Gold for TV/Cinema at the Dubai Lynx Awards in March 2009.