Cannes Lions

POND'S CLEAR SOLUTIONS

OGILVYINTERACTIVE WORLDWIDE, New York / UNILEVER / 2001

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Synopsis - Ponds Overnight Blemish Reducers is a skin care product that uses a totally new medicated delivery system. The master brand, however, is seen as old-fashioned, dated and off-target - our assignment was to make it a young, relevant and aspirational entity. Objective - Talk to girls in a way that would re-energize a lost constituency by generating a trial and excitement about the product, while maintaining the Brand's message and integrity. OgilvyInteractive was also charged with integrating online media with a breaking print and television campaign. The solution came in a form of three animated young girls - Kat, Ash and Chloe - 'The Ponds Squad.' Working with MTV Animation, OgilvyInteractive created three original Flash movies that blend product information and story line in an engaging manner. Target - Each girl embodies certain characteristics - Serenity, Brawn and Brains. They are dedicated to fighting acne and empowering teens everywhere. Using a potent combination of wiles, wisdom and whupp-ass, Pond's Squad battles the unseen nemesis 'Vulgar,' whose only aim is to spoil a good thing - a nice clear face. Smart media purchases boosted this effort tremendously by placing media in girl-aware destinations, such as Delias and gRUL.

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