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