Cannes Lions

RIGHT GUARD XTREME DEODORANT

DDB GERMANY DÜSSELDORF, Dusseldorf / HENKEL / 2009

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Overview

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Credits

Overview

Execution

Semitransparent stickers for the side mirrors of vehicles, which are parked in front of retailers where Right Guard ‘Xtreme’ is sold.

The stickers were designed so that the view into the side-mirror set the driver in an extreme stress situation, as he sees himself followed by a UFO, a tornado or falling meteorite. On second viewing he discovers the question "Prepared for the Xtreme?" And the answer in form of a Right Guard ‘Xtreme’ packshot.(For safety: Upon leaving the car park the Right Guard promotion team reminded the drivers to take off the stickers.)

Outcome

40,000 stickers were distributed in the busiest car parks of several urban chain stores over 4 consecutive Saturdays. The campaign caused a furore and within a fortnight Right Guard Xtreme outsold its nearest competitor. What's more, customers requested their own stickers and suggested furthur "Xtreme" motives.

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