Tag Archives: McCann

Lysol: Protect Like a Mother

Mother’s Day in the US is imminent, so ad agency McCann (New York) and cleaning products company Lysol teamed up for the campaign “What It Takes To Protect”. Lysol is probably the US equivalent to the UK’s cleaning brand ‘Dettol’, and instead of marketing their anti-bacterial products like most competitors do, globally, they adopted a more emotional and sensitive take on protecting against germs.
The adorable narrative celebrates the protective strength of parents, with Lysol there to help them, focusing on the universal human instinct to keep your loved ones safe. Using metaphors for protection against germs, we see animal mothers protecting their human children against rain, bullies and accidents.

The campaign expands beyond TV and digital, as Lysol will host an experience in Brooklyn Bridge Park called “Protect like a mother: an exhibit presented by Lysol” over the US Mothers Day weekend (14th May). It aims to highlight the most fierce protectors in the animal kingdom: mothers, and will include large scale animal installations that children can interact with.

I think it’s a fantastic concept! So much more effective and memorable than the cringey cleaning ads we’re used to.

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Girls of Paradise: McCann Paris

With every positive there’s a negative, and this is definitely true when it comes to the pros and cons of the internet. The internet allows us to feel like we have some sort of faceless anonymity, and McCann Paris (for French organisation Le Mouvement du Nid) explored this idea with ‘Girls of Paradise’ – a fake (but very convincing) escort website that is aimed at consumers of this industry to highlight their responsibility and association with violence against women in the escort business.

As mentioned above, it is easy to become inconspicuous and innominate on the internet, particularly when dealing with something as seedy and taboo as the sex industry. On the website, one can view profiles and photos, and chat or call the women before arranging a date. The key unveiling of this project is when the ‘Girls’ are presented as already dead – this is revealed when the customer tries to converse with the escort, and is instead shown gruesome photos of the women beaten and bloody, on their death-beds. Additionally, the active customer may be told that the chosen girl is unavailable due to being assaulted or murdered (in horrific and specific detail) by a previous customer. What better way to communicate a horrendous, but urgent message than shove the evidence right in the consumer’s (accomplice’s) face?! This is why I love advertising for social change.

Amazingly, 600+ calls were taken in the first week on Girls of Paradise, and Le Mouvement du Nid (whose aim is to help women victimised by the sex trade) believes the campaign was highly influential in France’s law changes. On 6th April 2016, France made paying for sex illegal.
[McCann Paris/Le Mouvement du Nid won gold at the Clio Awards.]

 

Company: McCann Paris
Agency Network: McCann Worldgroup
Production Company: Medialab Technology, Paris
Creative Agency: McCann Paris, Clichy
Executive Creative Director: Riccardo Fregoso
Executive Creative Director: Julien Chiapolini
Art Director: Christophe Rambaux
Copywriter: Gilles Ollier
CEO: Bruno Tallent
Account Coordinator: Coline Déchelette
Worldwide Account Director: Fiona Ferrier-Weil
Digital Account Manager: Selim Boukhanef
Strategic Planner: Shadi Razavi
Art Buyer: Véronique Leblanc
Art Buyer: Delphine Devaux
Producer: Isabelle Créchet
Producer: Caroline de Génis
Chief technology officer: Dragan Kontic
Technical Project Manager: Vianney de Villier
Technical Project Manager: Clément Hardouin
Front End Developer: Pierre-Yves Chassaigne
Managing Director: Agnieszka Kozbial
Sound Producer: Capitaine Plouf

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