Cannes Lions

SINDELEN IRON

ZEGERS DDB, Santiago / SINDELEN / 2003

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Overview

Execution

To advertise products such as flat irons is not an easy task. This was quite a challenge. To try to convey the concept of a common, daily-use product’s main attribute: its capacity to eliminate creases in a tangible way.We managed to make use of and modify a traditional element used in outdoor advertising (back-lighted modular panels) to communicate a flat iron’s main attribute: to remove creases. In the process, we generated the necessary impact and recall to stand out in a very competitive and conventional market.

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