Instead of showing typical models in the ubiquitous little black dress, zig took a bold approach by featuring a diverse set of women in their unexpected little black dresses. The goal of the campaign was to reposition Degree for Women as a feminine and up-to-date brand for young women (18-24) and launch new Degree Ultra Clear - an antiperspirant designed to avoid white marks on clothes. Both the unique approach and striking photography are getting these ads noticed and helping to change the way the target thinks about the brand. The three newspaper ads (Amish, Suri, Nun) ran initially in Metro Newspaper and the Toronto Star. See them inside.

Creative Director: Martin Beauvais
Art Director: Melanie Hurst
Copywriter: Laura Rogers
Team Coach: Shelley Brown
Strategic Planner: Jennifer Breton
Team Leader: Lesley Rivard
Project Coordinator: Rebecca Switzer
Photographers: Raina Kirn, Wilson Barry
Print Producer: Jennifer Dark
Retoucher: T1 Group
French Adaptation: Catherine Deslauriers, CARTIER, Montreal


Leave a comment

about the author