Cannes Lions

SILK-EPIL HAIR REMOVAL

BBDO GERMANY, Dusseldorf / PROCTER & GAMBLE / 2008

Presentation Image

Overview

Entries

Credits

Overview

Execution

Braun Silk epil is the most advanced epilator in the market. It removes hair by the root and keeps legs smooth and hair-free for up to 4 weeks. To illustrate this “endless smoothness” we took handrails of beautiful staircases and installed womens feet at their ends.

They equaled an art installation and were thus artfully photographed and exhibited and sold in art galleries within Germany.

This whole project was not only sponsored by Braun Silk epil but Braun became the actual inspiration for the art itself. Furthermore art galleries became a new means to promote the idea.

Outcome

The gallery project transformed the idea into art. Our potential target is to sell one piece for 2000 Euros. Since the opening of the project, 17 pieces were sold and the promotion is starting to finance itself. The average time the buyer is involved with these pieces is compared to print (seconds) and regular promotions (minutes), almost unlimited (years). So far, we managed to capture the interest of the press (newspapers, magazines and online) and got free media coverage and became a topic of conversation.

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