Erin Wendel
Group Creative Director at McCann Worldgroup, New York
New York, Estados Unidos
TituloProtect Like a Mother
BriefLysol has been killing 99.9% of germs for 100 years. But the message was being forgotten. So the brand was relaunched with a more emotional claim: protection. The film pays tribute to the protective instincts of mothers. Human mothers are replaced by their animal counterparts: a bear, a vulture, a monkey, an elephant and a lion. So mothers everywhere are encouraged to identify with the animals’ powerful, unwavering, nurturing and instinctive strength.
Agência
Campanha Protect Like A Mother
Anunciante Lysol
Marca Lysol
Data da primeira Transmissão/Publicação 2017 / 5
Sector Empresarial Produtos para a casa e de manutenção
História After over 100 years of killing 99.9% of germs, Lysol functional claim was losing relevance. But behind 99.9% was something much more emotional and meaningful – the idea of protection. We created this film to introduce a larger platform that celebrates the fierce instinct moms have to protect: What It Takes to Protect We relaunched the Lysol brand by paying tribute to the protective nature of mothers. In the film, we replaced human mothers with their animal counterparts, juxtaposing everyday parenting situations with the protective instinct demonstrated by mothers throughout the animal kingdom. We wanted our target to see themselves in the mother bear, vulture, monkey, elephant, and lion. And identify with the powerful, unwavering, nurturing, and most importantly, instinctive strength they possess.
Tipo de Mídia Viral
Comprimento
Chief Creative Officer
Director criativo
Director criativo
Redator
Redator
Director executivo criativo
Director de contas
Produtor executivo
Produtor executivo
Producer
Executivo de contas
Project Manager
Produtor
Supervisor de conta
Chief Production Officer
Global Executive Creative Director
Executive Art Producer
Executive Music Director
Music Producer
Executive Strategy Director
Global Strategy Director
Global Business Lead
Global Account Executive
Editor
VFX/Post Production Framestore
Produtora Framestore
Realizador

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