As part of a new business pitch for P&G, our brief was to create a digital campaign and activation to launch new AUSSIE Nourish (their latest product line made with hemp seed extract) within the French market. Our approach was to propose ideas based on the special ingredient, hemp, and playfully reference the world of drugs with the brand’s cheeky, cool, and adventurous attitude.
IDEA 1: IMPORTED. LEGALLY. and IDEA 2: DEALEROO were presented at the pitch. [EN/FR version]
After winning the pitch, the client decided to move forward with IDEA 1: IMPORTED. LEGALLY. However, due to P&G legal constraints, we could not present the product as an illegal substance. Instead, we focused on making the product benefit, smooth hair, an illegal party activity that needed to be censored.
IDEA: HAIR SO SMOOTH, IT SHOULD BE ILLEGAL. Create intrigue by censoring AUSSIE Nourish treated hair with an encrypted, glitch effect. [FR version]
We created two 15-second films starring Instagram influencers popular in the French market – @mayadorable (497K) and @lauragenovino (153K).
The influencers shared the films on their personal accounts and a branded Instagram filter was created for women to share their own encrypted glitch selfies.