Cannes Lions

PAY AS YOU GO

SAINT, London / VIRGIN / 2008

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Borrowing from the high-gloss world of modelling, this campaign dramatises the notion of getting paid for something ridiculously simple, like waxing or tanning. These two ideas gave us two executions that we knew would appeal to each sex, waxing for the girls, tanning for the boys.For 'Wax' a convincing result was essential, so we knew that we had to wax our model for real. What the user sees is real pain, not retouching or acting.

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