Cannes Lions

GISELE'S STRIP

P&G, Sao Paulo / PROCTER & GAMBLE / 2013

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Overview

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Credits

Overview

Description

Challenge: Launch the most premium Oral-B's product in Brazil: the teeth’s whitening strips Oral-B 3D Whitestrips.

Idea: Create a buzz for this release over the internet, doing something that everyone – men and women - always wanted to see: the Gisele's Strip.

Gisele Bundchen is the most famous top model in the world. People are used to see her in shots with beutiful outfits, bikinis, but never naked. So we've created a buzz around Gisele's first striptease.

Execution

We've created expectations on the public on Youtube making a countdown to Gisele Bundchen Strip. Then in September 24, 2012 we released the video. A week after, we started an auction of the dress used in the Gisele's Strip on Oral-B's Facebook Fan Page.

Published on Sep 24, 2012

http://youtu.be/ah9jnLehUY0

Facebook Fan Page:

https://www.facebook.com/oralbbrasil/app_340373036054569

Outcome

Results:

- More than 10 million views on YouTube.

- The 5th most viewed commercial on YouTube Brazil 2012.

- The product sold out only in 3 months.

- Buzz in the main sites and news portals in Brazil.

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