Cannes Lions

ACE GENTILE BLEACH

GREY MILAN, Milan / PROCTER & GAMBLE / 2007

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Overview

Entries

Credits

Overview

Execution

The creative idea exploits across the media the heart-beating visual as a supporting evidence of long life to colours:- TV: playing with an ironic First Aid to colours situation conveys the idea that Ace Gentile, via deep cleaning, makes colours alive- Print: visualizing the T-shirt with the heart-beatingIn store:- capitalizing on First Aid to colours: stewards wearing colourful doctor uniforms solving “emergencies” on colours - displays exploiting the k-visual of the T-shirt with the heart-beating- heart-shaped materials and gadgets- alliance with Guzzini: heart-themed home elements- photographic contest built on theme of heart-beating colours.

Outcome

In terms of business results, after re-launch Ace Gentile registered excellent results: + 23% in value versus previous year, 5% in consumption and increasing in penetration.In terms of redemption, we reached millions of contacts in stores.

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