Cannes Lions
DDB BRASIL, Sao Paulo / INVISTA / 2006
Overview
Entries
Credits
Execution
To exploit the fashion theme within the show and in the day-to-day activities of the characters, by means of 11 merchandising actions in different months, highlighting the LYCRA label that evidences the presence of the fibre in the lingerie, and encouraging the use of lace in the pieces, thus generating a new trend on the market.
Outcome
Naturally the goal to boost the use of LYCRA is attained, since its fully in tune with the soap’s theme. The initiative reinforces a market trend toward a migration from wearing cotton lingerie to intimate pieces with LYCRA, more comfortable and beautiful, besides being those most coveted by consumers.
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