Revitalift Upside Down
L’Oreal promoted Revitalift L.A.S.E.R. X3 New Skin Anti-Aging cream in an upside down poster campaign produced in Singapore, the winner of an Outdoor Lion at Cannes International Festival of Creativity 2013. Young women seem to have achieved a facelift through being photographed upside down, with subtle hints provided by slightly raised hair, necklace, earrings and the straps of a spaghetti top, along with a few body clues.
The Upside Down campaign was developed at McCann Singapore, by executive creative director Danny Higgins, creative director/copywriter Jatinder Sandhu, art director Thomas Kerk, photographer Micky Wong, art buyer Karen Leong, account supervisor Bobee Chua, account manager Mimi Lee and planner Gen Cruz.