Cannes Lions
McCANN MEXICO CITY / L'OREAL / 2016
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We wanted to create awareness for MEN EXPERT EXCELL 5, a men hair coloration. It has a clear benefit of covering gray hair and the objective was to communicate this in an emotional way.
Gray hair is associated with people’s worries, so we used them to represent gray hair literally, creating an unexpected campaign for the brand in a category ruled by functional benefits.
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