PERT PLUS SHAMPOO: STOP THE SUFFERING

The advert titled STOP THE SUFFERING was done by Leo Burnett Beirut advertising agency for Procter&Gamble company in Ливан. It was released in the March 2009. Business sector is Cosmetics & beauty products.

Credits:

• Advertiser/Client: PROCTER & GAMBLE
  Product/Service: PERT PLUS/SHAMPOO
  Advertising Agency: LEO BURNETT BEIRUT
  Country: LEBANON
  
  Credit Details:
  Name Position Company
  Bechara Mouzannar Regional Executive Creative Director Leo Burnett Beirut
  Chermine Assadian Creative Director Leo Burnett Beirut
  Ghida Younes Creative Director Leo Burnett Beirut
  Areej Mahmoud Art Director Leo Burnett Beirut
  Yasmina Baz Art Director Leo Burnett Beirut
  Rayane Smayra Producer Leo Burnett Beirut
  Rana Najjar Copywriter Leo Burnett Beirut
  Amin Kurani Copywriter Leo Burnett Beirut
  Haytham Dayeh Regional Account Director Leo Burnett Beirut
  Jad Jureidini Account Executive Leo Burnett Beirut
  Sarah Ezzeddine Account Director Leo Burnett Beirut
  Daniel Garcia Director Bent Image Lab
  
  Description:
  Most shampoo brands in the market have dealt with hair-fall, yet somehow, most had a similar approach focused on Before & After models, Big percentage claims & Great hairshots. Our challenge was to figure out how to make our communication stand out among the clutter while connecting with our young primary audience. Stemming from an insight that people who suffer from hair-fall feel genuinely sorry & concerned about their falling hair, we decided to create a tragic hair-fall experience. The result: people who saw this film have been telling us they will never see their falling hairs in the same way, ever again.
  
  Launch And Execution:
  The campaign included (i) TV (ii) Website (iii) Internet Banners (iv) Cinema Branding (v) bathroom advertising and (vi) Cinema. The channel mix is summarized below.