Clean & Clear ‘Top best friends models’ is an OMD-led campaign with the support of creative agency DDB Singapore. It is being promoted through Facebook with localised sites for Singapore, Malaysia, Indonesia, the Philippines
, Vietnam, Hong Kong and Taiwan. Cable channel Star World is a partner in the promotion, which will select seven pairs of best friends to participate in a three-day Clean & Clear ‘confidence bootcamp’.
The campaign will run for a year and progressively unveil webisodes and footage on the girls’ transformations into their new, improved selves. The videos will revolve around make-up application, skin-care, deportment, style, fashion tips and image makeovers.
Fans can sign up for the application on Facebook and vote for their favourite pair of friends. The winning pair is due to be crowned in October 2010, with cash prices, shopping vouchers and, most excitingly, the chance to appear in the next Clean & Clear TV advertisement.
“The idea for the ‘Top best friends models’ campaign was sparked off based on the insight that clear skin gives teenagers the confidence they need to take on life. This is also the phase of life where girls rely heavily on their best friends to embrace life’s possibilities and discover their identities together,” explains Aruna Natarajan, media director at OMD International.
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Credits:
Project Top Best Friends Models
Client Johnson & Johnson
Media agency OMD Singapore
Media planner Aruna Natarajan
Creative agency DDB Singapore
Creative directors Terrence Tan, Nicole Pang
Art directors Faye Wong, Eugene Boey
Copywriters Charlene Chua, Mok Wenkai
Planner Ida Siow
Production company Star World
Director of photography Mansula Naidu
Exposure Television, online
The campaign will run for a year and progressively unveil webisodes and footage on the girls’ transformations into their new, improved selves. The videos will revolve around make-up application, skin-care, deportment, style, fashion tips and image makeovers.
Fans can sign up for the application on Facebook and vote for their favourite pair of friends. The winning pair is due to be crowned in October 2010, with cash prices, shopping vouchers and, most excitingly, the chance to appear in the next Clean & Clear TV advertisement.
“The idea for the ‘Top best friends models’ campaign was sparked off based on the insight that clear skin gives teenagers the confidence they need to take on life. This is also the phase of life where girls rely heavily on their best friends to embrace life’s possibilities and discover their identities together,” explains Aruna Natarajan, media director at OMD International.
Credits:
Project Top Best Friends Models
Client Johnson & Johnson
Media agency OMD Singapore
Media planner Aruna Natarajan
Creative agency DDB Singapore
Creative directors Terrence Tan, Nicole Pang
Art directors Faye Wong, Eugene Boey
Copywriters Charlene Chua, Mok Wenkai
Planner Ida Siow
Production company Star World
Director of photography Mansula Naidu
Exposure Television, online
