Mirjam Steinbach, Account DirectorJacqueline Errolat, Account DirectorSven Bratullic, Photographer Demonstrate the strength and effectiveness of Secret to the public in an fresh and entertaining way. The classical look of a side-by-side demo was printed on the T-shirts of runners participating in the JP Morgan Chase charity-run to demonstrate the effectiveness of Secret in a surprising and evident way. The idea originated in a meeting where the entire brand team evaluated the client's briefing. For the first time ever, the very familiar look of the classical side-by-side demo, known from generations of TV-commercials, appears on a T-shirt.

There it has exactly the same function, but it demonstrates the product's strength and effectiveness in an entertaining and absolutely evident way – and within the scope of the most thinkable endurance test: sports activity. Up to now, no other campaign transferred the side-by-side demo of its TV-commercials into such a tangible live demonstration.

The idea originated in a meeting where the entire brand team evaluated the client's briefing.